Sullen Goes for the Girls

Sullen, a line of tattoo- and action sports–inspired men’s apparel, has always thrown girls a bone. A T-shirt here and a hoodie there kept female fans of the Irvine, Calif.–based brand going. “But it was always derivative of what we were doing for guys,” said co-founder Ryan Smith. Men, meanwhile, had sweat shirts, jerseys, denim, belts, wallets and socks to choose from.

Now, the brand is launching SG, an artwork-driven collection of tops, T-shirts, yoga pants, jumpsuits, headwear and hoodies. “We want to approach our women’s business a different way. SG can stand alone and apart from Sullen. The graphics are related to what we’re doing with the men’s brand, but we’re coming up with new imagery, custom washes and new designs,” Smith said. “We’re targeting a girl who’s edgier and wants to make a statement. It’ll be Juicy meets No Fear.” That means body-conscious silhouettes and bad-girl graphics.

Wholesale prices for the line will range from $12 to $16 for tank tops and $10 to $14 for Tshirts.

Targeted retailers for the brand include the same action-sports retailers that already carry Sullen and boutiques, which represent an entirely new channel for the brand. “We want to cross that bridge into boutiques that want a moderately priced item that contrasts well with the more expensive stuff they’re already buying,” Smith said. Sullen currently sells in 350 retail stores, the bulk of them core shops.

SG will debut at the Action Sports Retailer Trade Expo in San Diego in September. For more information, call (949) 679-9141.

Quik Promotes Holbrook

Former Quiksilver Americas Executive Vice President of Sales Tom Holbrook has been promoted to the newly created position of executive vice president of strategic brand management. Holbrook, who joined the Irvine, Calif.–based surf manufacturer in 1978, will report to Marty Samuels, president of Quiksilver Americas.

As the new head of brand management, Holbrook will mentor sales managers and sales representatives, work with key wholesale customers, and focus on helping the Quiksilver and Roxy brands penetrate their markets through sales and marketing.

Licensee Loses Rusty Suit

The Orange County Superior Court on June 8 denied C&C Cos.—the Irvine, Calif.–based apparel licensee and 42 percent owner of Rusty—a motion to restrain the surf brand from informing interested parties that C&C’s involvement with the brand was terminated in April.

The licensee has been fighting with Rusty, which does business as R hellip; And Everything Else, since last year over a slew of breach-of-contract issues. The legal wrangling escalated on May 10, when executives at Rusty released a statement announcing their 40-year licensing agreement with C&C had been terminated. The press release added that the product for the Holiday and Spring seasons “is currently being prepared with an exciting new direction by R hellip; And Everything Else.” On May 17 the Orange County Superior Court granted C&C a temporary restraining order against Rusty, preventing the company from continuing to claim to any entity with which C&C does business that the manufacturer’s Rusty license had been terminated.

Now, with the temporary restraining order overturned, Rusty has given C&C until July 29 to ship its final Rustybranded offerings. After that, the surf brand said, C&C’s involvement with Rusty expires completely.

Rusty hasn’t disclosed who its new licensee will be. In a statement, founder Rusty Preisendorfer said he and his partners “now have the opportunity to take [Rusty] to the next level with people that are as passionate about the brand as I am.” Surf retailers will see Rusty’s new incarnation for the Spring 2008 season.

When reached for comment, C&C attorney Greg Weisman of Silver & Freedman said the licensee is disappointed in the court’s ruling and is considering filing an appeal. “However, the lawsuit originally filed in late 2006 against the licensor and its new controlling ownership continues. We are still confident in our position, which may have to wait until the ultimate trial on the merits a few years from now,” Weisman said.

PacSun Making Changes

After a difficult first quarter, Anaheim, Calif.–based surf retailer Pacific Sunwear of California has announced organizational changes aimed at streamlining its operations. Under the new corporate structure, the information- services, real estate and construction departments will now report directly to Sally Frame Kasaks, Pacific Sunwear’s chief executive. Tom Kennedy, Pacific Sunwear’s division president, will oversee store operations. Gerald Chaney, chief financial officer and senior vice president, will now oversee the distribution center, global logistics and trade compliance departments. Additionally, the position of chief operating officer, held by Wendy Burden, has been eliminated, and Burden has left the company.

“Our objective is to improve the operating efficiencies of the Pacific Sunwear organization. I believe these organizational changes will result in improved alignment of the company’s operations by flattening the structure and creating greater accountability at the senior management level,” Frame Kasaks said in a statement.