Russell Athletic gets technical

 

Russell Athletic will be the first label to roll out product in Australia featuring the new apparel technology, HB3.

Local licensee of HB3 Technology and director of BAM Brands, Justin Watson, revealed Russell Athletic garments featuring HB3 Technology will hit Rebel Sport stores nationally in April 2011. Product will include four hoodie styles in four colours for both men and women, to retail for $89.95.

Developed by Los Angeles-based apparel company Jerry Leigh, HB3 Technology comprises machine washable headphones and MP3 player connectivity designed specifically to be built into apparel.

The technology allows wearers to plug compatible electronic devices such as an Apple iPod into their garment and use them without needing to carry additional accessories such as headphones.

Launched in the US in 2008, the technology has already been utilised internationally by brands including Paul Frank and Rusty. Jerry Leigh also wholesales stand-alone brands In Sound and Hoodie Buddie, which have HB3 Technology built into their product range.

On local soil, Watson said Russell Athletic was just the first of many brands he wastargeting for potential HB3 Technology collaborations.

“Our strategy is to identify category leading manufacturers for collaboration opportunities plus stand-alone brand opportunities which include the In Sound and Hoddie Buddie brands,” he said.

“We have identified key categories which the technology could be integrated as athletics, surf, snow, outdoor, skate, street and yoga but also sporting codes – everyone likes to listen to the commentary at the footie or rugby.”

Russell Athletic will promote the collaboration via a print advertising campaign plus an in-store point of sale program.

Erin O'Loughlin