LA Gear is returning after a series of starts & stops throughout the year.
The Los Angeles-inspired clothing and footwear company is relaunching on November 18 with an updated website, a fresh new look, and the company’s recently appointed creative director Dave Osokow’s innovative sneaker styles.
Osokow, brand Privé Revaux’s co-founder, will unveil the Boardwalk lifestyle sneaker for its debut. The unisex style is inspired by LA Gear’s historic Unstoppable Collection and is made with a leather upper, terry cloth lining, and a 10 to 12-hour rechargeable LED tongue.
Osokow, in her statement, said that the Boardwalk’s “modern style is a nod to the 90’s old school’s masterpieces. A contemporary throwback vibe for your regular clothing.
EVP of LA Gear parent ACI International Jay Jackson, who is also LA Gear’s brand manager, stated that the company is “absolutely ecstatic” to have the designer on board. In the early 1980s, when LA Gear first opened as a women’s store, it became famous for its distinctive light-up sneaker styles.
Jackson continued that his imaginative genius and entrepreneurial energy “match our long-term goal and drive to design and produce high-quality products that reflect our heritage, style trends, and contemporary footwear, and grow our visibility.”
LA Gear is partnering with Fred Segal, a Los Angeles-based specialty retailer, to introduce the look. They will sell the new Boardwalk silhouette both in-person and online at Sunset Boulevard, its flagship store.
“Fred Segal transformed the style-culture of Los Angeles.” A celebration of LA Gear’s legacy, our city’s history, and the genuineness of an inclusive lifestyle,” Jackson continued. We are excited about future experiences and building distinctive collections.
The Boardwalk will sell for $100 and become part of LA Gear’s classic footwear lineup, including Catapult, Flame, and Turbo.
LA Gear is looking to expand its distribution to offline and online Aerie stores, accompanied by a few key independent retail partners. LA Gear plans to grow into Nordstrom and Journeys Kidz in the fall of 2023.
The Los Angeles-based business has attempted to relaunch several times over the years.
The artist and footwear designer Alexander-John, who had past partnerships with New Balance, Puma, and Reebok, will supervise the project starting January 2021. He launched his first-ever women’s-only capsule collection for the company, which allowed the designer to honor Black women at a pivotal point in American culture.
As part of a “whole new method” in 2015 to relaunch the company, which was established by Robert Greenberg in 1983 and purchased by ACI International in the early 2000s, rapper Tyga was chosen as the brand’s ambassador and creative adviser.