Brand Machine Group (BMG), a UK-based international fashion-licensing specialist that owns a portfolio of various brand names such as U.S. Polo Assn., has acquired American heritage outdoor brand Penfield.
Penfield was founded in 1979. It made its name by making performance outdoor product that could withstand northeastern the USA’s harsh weather. Today, it is as much a symbol of progressive streetwear as it is of traditional New England outdoor style.
Penfield is debuting its new direction globally by offering its new fall/winter 2021 menswear and womenswear collections in January 2021 via wholesale.
“The outdoors and its lifestyle is so pertinent in this day and age, and we are looking forward to unlocking this brand’s incredible provenance and story within both sectors over the forthcoming seasons with a segmented proposition that delivers the function, innovation and quality that the brand was first built on,” said Tom Duncan, brand director, Penfield, who previously worked for Lyle and Scott.
Looks by Penfield
Chief commercial officer Jason Eames-Illingworth, who also joined the group from Hunter, commented: “There are few heritage brands that have the potential Penfield does to cross both lifestyle and performance outdoor sectors. We are looking forward to curating a distribution network that caters to our global consumer and our focus will be driving both the US and European direct to consumer and wholesale businesses alongside the delivery of a more geared product offer in the future.”