Apex launches Hi-Tec Lifestyle in North America with Urban Outfitters

By

Gabriella Lacombe

Published
Nov 26, 2019

Apex Global Brands, formerly known as Cherokee Global Brands, has announced that its Hi-Tec Lifestyle line has made its North American debut exclusively through Urban Outfitters. 

As of this week, the Hi-Tec Lifestyle capsule collection is being sold online and in Urban Outfitter’s Herald Square location in New York City. The nine-piece, unisex capsule offers a range of apparel, including t-shirts, long sleeve shirts, pants and sweaters, featuring modern-day takes on retro silhouettes, colorways and styles.

The Urban Outfitters debut follows the prior launch of the collection in Europe. 

“The demand for Hi-Tec Lifestyle continues to grow since we first launched the collection in Europe,” said Henry Stupp, chief executive officer of Apex. “As we continue to expand distribution into the United States, we are working with retail partners that understand the importance of every detail. From the product selection to launch timing, we’re confident that each aspect of our strategy with Urban Outfitters will continue to propel the global growth of Hi-Tec Lifestyle.”

The launch comes after Apex’s announcement that it had signed onto a series of new licensing and distribution deals for the Hi-Tec brand in North America, Europe and Asia in September.

Hi-Tec Lifestyle was first launched in 2014 as the streetwear-focused offshoot of Apex’s Hi-Tec brand. Hi-Tec, which was acquired by Apex in 2017, had its own lifestyle moment via a collaboration with Gosha Rubchinskiy’s Rassvet brand unveiled in February of this year.