Snowboarding champion Shaun White is launching a line of t-shirts and denim that will be exclusively sold at Macy’s department stores, a menswear line that should debut on retail shelves this June.
The collection will be stocked at about 175 of Macy’s 750 stores and is being described as an “‘extreme style’ collection for the trendy and active millennial guy.” Called WHT SPACE, Macy’s (M) says t-shirts will retail for between $24-$29, denim will be priced between $59 to $69, and outerwear will cost as much as $300.
The limited-edition line won’t likely move the sales needle too much for Macy’s, which has faced some sales woes that led it to announce plans to close some stores and cut 4,000 jobs. Still, exclusive partnerships like the White line help retailers like Macy’s differentiate from traditional brick-and-mortar rivals like J.C. Penney (JCP) and online players including Amazon (AMZN).
WHT SPACE will feature bomber jackets, short sleeve woven shirts and abstract prints – so it sounds like the type of line that would appeal to young, city dwelling fans of White.
The two-time Olympic gold medalist already has a few notable business relations, including deals with sports equipment manufacturer Oakley, Burton snowboards, and GoPro (GPRO).
