What: Lifestyle retailer Fred Segal launches a private label brand under the name ‘Fred Segal.’

Why it is important: The launch of the private label brand reimagines the Fred Segal brand and logo to incorporate the retailer’s history by utilising the expertise of Alfredo Settimio who has developed products for Harley Davidson and Yeezy.

Settimio and Fred Segal CEO, Jeff Lotman, envision the debut collection of tees and hoodies as the first step to expanding the private label business and bringing the retailer up to date. Lotman boasts that the collection is created and produced entirely in Los Angeles using recycled cotton and a custom-fibre blend designed by Settimio.

In 2019, Lotman acquired the retailer and began heavily investing in e-commerce. The pandemic did not help Fred Segal’s digital performance like it did other companies, but the retailer plans to continue integrating e-commerce and building its omnichannel strategy.

Fred Segal is betting on the international awareness of the brand for a successful revival that will be developed through connecting customers in-store and digitally with the private label.

Fred Segal launches private label brand