Morphine Generation, Erik Hart Partner with Urgent Gear
Los Angeles–based designer Erik Hart has partnered with Los Angeles manufacturer Urgent Gear. Hart—who designs the contemporary-cool Morphine Generation and Erik Hart, his new high-end collection—is known for his androgynous, rock ’n’ roll–inspired designs. Financial terms of the partnership were not disclosed.
As part of the deal, Urgent Gear and the Erik Hart and Morphine Generation brands formed another company, called M Collective, said Robyn Berkley, Hart’s spokesperson. M Collective, which also includes Urgent Gear’s MVMT brand by designer Michael Herrera, will be geared toward young designer brands.
“By forming this partnership, Urgent Gear will provide back-end infrastructure: sourcing, finance and production, and Erik Hart will continue as designer and creative director and oversee sales,” Berkley said.
Urgent Gear makes men’s and boy’s sportswear and denim under the Mhellip;The Movement, Urgent Gear, Micros Clothing and Indigo Star brands.
Urgent Gear’s Bob Roofian did not return calls for comment. —Erin Barajas
