Hickey, a line of Hickey Freeman, under the Hartmarx family of brands, has turned rebellious. Hickey is trying to change it’s image by appealing to a younger crowd through edgy takes on classics. Classic pieces in the Hickey line include suits, sport coats, polos, sweaters, pants and outerwear. Hickey appeals to a youthful client through a sporty looking update to the conservative suits associated with it’s parent Hickey Freeman. The Hickey line is more aggressively fashion forward focusing on trends such as slim silhouettes.
They add twists to classics like the sport coat by making it in camo print, shown below.
But in perhaps the most shocking part of this slant toward edginess is the conservative brands embrace of logos such as:
* mudflap girls
* fishbone
* moonshine jugs
* griffin
* and perhaps most shocking, weed
Yes…weed, as in marijuana, is splashed over everything from ties, to polo shirts, to shorts, to belt buckles.
The push toward a new demographic is undeniable. We find this as an interesting move for the brand that can possibly resonate with the young consumer.
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