California Apparel News

Hoodies and headphones go together like peas and carrots. Now, Van Nuys, Calif.–based manufacturer Jerry Leigh Apparel has combined the two for a new line of MP3- and cell phone–enabled garments. Launched during the Fall/Holiday 2009 season, Jerry Leigh’s patent-pending HB3 Technology features a built-in MP3 jack and washable headphones integrated into the drawstrings of specially designed hoodies. So far, Jerry Leigh has used the technology with a variety of its in-house and licensed brands, including Paul Frank and Abbey Dawn, singer Avril Lavigne’s line of juniors apparel for Kohl’s.

Proving that the technology can cross over into the demanding action-sports market, Rusty, a core surf brand licensed to Irvine, Calif.–based La Jolla Group, has built a series of fashion-forward and functional garments around the HB3 Technology. The first outside brand to license HB3 Technology, Rusty will debut the Wired Series, which features three fashion-forward hoodies each for men and women, for Fall 2010. The brand will sell Wired Series exclusively to specialty surf shops. Charlie Setzler, president of Rusty North America, said the Wired Series was very well-received at the Agenda and Surf Expo trade shows.

The built-in headphones are what set HB3 Technology apart, said Melissa Moskowitz, Jerry Leigh’s director of licensing. Other MP3-enabled garments feature special washable pockets and input jacks, but until now consumers had to provide their own headphones. The HB3-enabled hoodies can be machine-washed but not machine-dried.

“This is real technology; it’s not a gimmick,” Moskowitz said. “It really works, and it improves the quality of a garment. Combining fashion and technology this way hasn’t been done before, but we think it’s the future of the industry.”

In 2010 Jerry Leigh will focus on implementing HB3 Technology in more of its brands and licensing the technology to outside brands. Licensing the technology can be easily done, Moskowitz said. Licensees will receive the HB3 components and will be able to produce the garments in their own factories. Licensees looking for a more custom look will be able to customize the HB3 package, print on the drawstring and select ear buds in colors of their choice.

Internally, Jerry Leigh uses a two-tiered approach to the branding and use of its new technology. HB3 hoodies produced for its mass-market and mid-tier brands such as Paul Frank and Abbey Dawn are branded as Hoodie Buddies. More high-end brands and private-label HB3 hoodies for upscale retailers will be branded with the InSound label. “The difference is in the fabrication and styling, but the technology is the same,” Moskowitz said.