US CASUALWEAR group Perry Ellis International (PEI) announced that it has concluded a licensing deal with New York City-based lingerie specialist Undergirl, allowing the NY company to design and distribute intimatewear under the label of PEI’s Los Angeles lifestyle fashion brand Laundry by Shelli Segal. Undergirl was founded in 1996 and its creative director, David Cohen, commented: “After many years of focusing on organic growth, Undergirl has recently collaborated with leading entertainment properties such as Warner Bros, 20th Century Fox and Live Nation. We are excited to add such a modern, lively, fashion-forward brand like Laundry by Shelli Segal as a part of our expanding, sophisticated and contemporary Intimates and Sleepwear offerings.”
Because the Laundry collection already features a range of swimwear, the new licence covers only lingerie and sleepwear. Nevertheless, it promises to allow the Undergirl business to develop into new directions.