Avirex generates hype around the drop of its new collection with re-release of nostalgic jacket

July 26, 2021

The leather jacket experts at Avirex are gearing up to release a new collection, marked by the return of the Icon jacket. Famously worn by Nas in Belly, the jacket has been made available for order on the Avirex website. Led by the tagline “Icons Never Fade,” the jacket retails at $1,298 and comes in black, red, blue, and white leather.

The collection is scheduled for release on August 15 with 27 men’s jackets including A1 bomber jackets and varsity jackets, puffer jackets, and shearlings. Items range in price from $398 to $1,498 and will be offered in multiple colors.

“This new chapter will appeal to the original Avirex enthusiasts who value the heritage of the brand and to a new generation inspired by Avirex’s nostalgia and reflection of today’s luxury streetwear culture,” said Andrew Berg, president of Robert Graham and Avirex. “These jackets are as unique as the people who wear them and are timeless cross-generational collector pieces.”

The launch team includes talent that previously worked with Avirex including vice president of design Mia DellOsso-Caputo and Mindy Gale of Gale Branding. Together, they created a campaign centering on “legacy and history and bring{ing} it forward.” The campaign features Rudy Gay of the San Antonio Spurs; DJ John Lutchman, aka “The Brooklyn Kid”; artists Sean “Belchez” Cort, Basil Lyons, Ladie One; surfer Jimmy Boos; and dancer B-boy Crazy Legs.

Avirex was founded in 1975 by Jeff Clyman to create military apparel. In the 1980s and 1990s, the leather jackets became a staple in hi-hop culture. Celebrities from the new generation of rap and hip-hop have been spotted sporting the brand. Berg hopes to expand the brand into sportswear during spring 2022.