Lira Finds Currency in Streetwear and Active
The Lira Clothing line has nothing to do with Italy’s pre-euro currency, said Todd Kellogg, the brand manager for the Chino, Calif.–based label. But it has everything to do with finding new angles in fashions appealing to the streetwear, skate and surf crowds.
The label debuted with 45 stylish T-shirt designs at the streetwear section of the MAGIC Marketplace in August.
Some of the label’s T-shirts offer streetwearstyle graphics of guns, bullets and boom boxes that were designed by Adam McDermott, Lira’s in-house artist. Some of the label’s hooded sweaters feature images of lightning bolts and abstract designs. Kellogg said he plans to keep prices moderate. Wholesale price points range from $9.75 to $12 for a T-shirt.
Kellogg said he has no worries getting involved in the increasingly crowded streetwear field. Kellogg was a former director of marketing and product development at Beach Bums, a 13-store specialty retailer in Southern California. “There always is room for the young, new brand,” he said. “When I was a buyer, I was always looking for the new label.”
Kellogg plans to develop a complete collection of activewear-inspired hats, bottoms, outerwear and T-shirts for the Agenda trade show, scheduled for Sept. 4–6 in San Diego. For more information, call (714) 276-1155 or e-mail todd@liraclothing.com. —Andrew Asch
