AVIREX UNVEILS A NEW CHAPTER
Nostalgia and a reflection of culture are hallmarks of the new collection
June 1, 2021
New York, NY: Avirex, an iconic American outerwear brand, today unveils plans for a reintroduction of the brand and new collection. Originally created as a supplier of military aviation apparel for the United States Air Force, the brand is best-known for its classic bomber jackets as seen in the movie Top Gun. During the late 1980s and early 1990s, the brand gained a cult following among hip hop heavy-hitters for its signature “Wildcat” and “Hero” jackets including: The Notorious B.I.G., Nas, Big Pun, Fat Joe, Puff Daddy, Jermaine Dupri, Ludacris, and Snoop Dog.
”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. These jackets are as unique as the people who wear them and are timeless cross-generational collector pieces,” said Andrew Berg, President of Avirex.
Earlier this year, Avirex quietly started sharing the news of its forthcoming return with a select list of musicians, athletes, and style icons. In a few short months, Avirex’s coveted jackets have been seen on the backs of notable A-list figures including Rihanna, Amar’e Stoudemire, Meek Mill, Lil Baby, Latin sensation Anuel, James Harden, and PJ Tucker.
The reintroduction of the brand with a refreshed collection aligns with consumer nostalgia for heritage brands from the early aughts and a post-pandemic return to dressing for live events. The new collection focuses on Avirex’s DNA hallmarks of cultural touchpoints, including music, arts and sports. One of the original designers of the collection, Mia Dell’Osso-Caputo returned to help guide the design process and infuse luxury street style with the brand’s roots to create status-level pieces.
The Fall/Winter 2021 collection features 27 SKUs including the classic A1” bomber jacket, the “Wildcat” varsity jacket, and the “Icon” jacket made famous by the rapper Nas in the ‘90s, available in seven colors. Opening price points start at $398 for textile jackets and range to $1,498 for limited leather styles.
The Avirex F/W collection will be available at department stores including Saks Fifth Avenue and select Specialty stores including Stashed San Francisco and Sneex in Milwaukee, WI. Avirex’s digital flagship, www.avirex.com, will officially launch in August but brand fans can now secure the Icon Jacket in four colors as part of a brand preview moment.
Avirex is part of the Centric Brands portfolio. Centric Brands is a leading lifestyle collective that designs, sources, markets, and sells high-quality products in the kids, men’s and women’s apparel, accessories, beauty, and entertainment categories.
Avirex® is an iconic American outerwear brand established in 1975 as a supplier of military aviation apparel for the United States Air Force. During the late 1980s and early 1990s the brand gained a cult following among hip hop heavy-hitters for its signature “Wildcat” and “Hero” jackets including: The Notorious B.I.G., Nas, Big Pun, Fat Joe, Puff Daddy, Jermaine Dupri, Ludacris, Snoop Dog and many notable celebrity A-listers worldwide. Today, Avirex® stays true to its iconic American heritage and is dedicated to producing exceptional quality, innovative outerwear, designed to endure for generations, while catering to the most discerning style enthusiasts worldwide. For more information about Avirex, please visit www.avirex.com.
About Centric Brands LLC.
Centric Brands LLC (the “Company”) is a leading lifestyle brand collective that designs, sources, markets, and sells high-quality products in the kids, men’s and women’s apparel, accessories, beauty, and entertainment categories. The Company’s portfolio includes licenses for more than 100 iconic brands, including Calvin Klein®, Tommy Hilfiger®, Nautica®, Spyder®, and Under Armour® in the kid’s category; Joe’s Jeans®, Buffalo®, and Hervé Léger® in the men’s and women’s apparel category; Kate Spade®, Michael Kors®, All Saints®, Frye®, Timberland®, Kenneth Cole®, and Jessica Simpson® in the accessories category; and in the entertainment category, Disney®, Marvel®, Nickelodeon®, and Warner Brothers® among many others. The Company also owns and operates brands such as Zac Posen®, Hudson®, Robert Graham®, Avirex®, and Taste Beauty® and operates a joint venture brand, Favorite Daughter, with Sara and Erin Foster. The Company’s products are sold primarily in North America through leading mass-market retailers, specialty and department stores, and online. Centric Brands LLC has unparalleled expertise in product design, development and sourcing, retail and digital commerce, marketing, and brand building. The Company is headquartered in New York City, with U.S. offices in Los Angeles and Greensboro, and international offices in London, Toronto, and Montreal. For more information about Centric Brands, please visit www.centricbrands.com.