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Billabong to license two Modern Amusement categories

By Tiffany Montgomery
April 28, 2011 6:50 AM

Billabong has acquired the global licensing rights for Modern Amusement eyewear and watches in a three-year deal to be announced today.


Modern Amusement will leverage Billabong’s product, sales and distribution expertise and gain an “immediate worldwide footprint” for the categories, according to the press release.


Billabong sells its own stable of brands around the world through its own infrastructure network.


Modern Amusement sunglasses will debut this summer and watches for holiday. So far, key accounts include Bloomingdale’s, Nordstrom, PacSun and boutique surf shops.


Here is the complete release:


Modern Amusement Partners With Billabong International For Eyewear, Watches


Los Angeles, CA – April 28, 2011 – Modern Amusement has licensed the global use of its iconic crow mark to Billabong International Limited in an exclusive eyewear and watch master license agreement.


In a 3 year, global agreement, Modern Amusement will leverage Billabong’s production, sales and distribution expertise to expand Crow emblazoned eyewear and watches into an immediate worldwide footprint. The Modern Amusement eyewear styles will debut globally in the Summer 2011 season while watches premiere in time for gifting in the Holiday 2011 season.


“The collaboration with Modern Amusement partners Billabong with an iconic founder and brand,” said Paul Naude, President, Billabong North America. “Together with Mossimo’s iconic personality and style, we’re excited about the opportunity to offer a fresh collection of eyewear and watches to the new youth market under the bold, eclectic Crow icon of the Modern Amusement brand.”


“From Australia’s Gold Coast to our West Coast, the unification of Billabong and Modern Amusement is a natural partnership,” said Mossimo Giannulli of Modern Amusement. “Rooted in the same pursuit of lifestyle and design, and with a dual passion for the beaches and its youth lifestyle, Billabong and Modern Amusement create a new chapter in boardsports-inspired fashion history.”


Key distribution outlets include Bloomingdales, Nordstrom, Pacsun and boutique surf shops lining the coasts of every continent.


By license, Billabong adds the iconic west coast Modern Amusement brand to its current stable of house brands including Billabong, Element, Von Zipper, Honolua Surf Company, Kustom, Palmers Surf, Nixon, Xcel, Tigerlily, Sector 9, DaKine and RVCA.


Dirty Bird Productions

Dirty Bird Productions (DBP), founded by Mossimo Giannulli, is a privately held management group in fashion, entertainment and lifestyle brands.

Modern Amusement

Modern Amusement is a privately held California-based lifestyle brand marked by the symbolic crow. Modern Amusement is the California dream, inspired by international art, music, technology and design, an eclectic collection that references a privileged lifestyle, growing up on the sun-drenched shores from Laguna to Malibu.





Billabong International Limited


Billabong International Limited's core business is the marketing, distribution, wholesaling and retailing of apparel, accessories, eyewear, wetsuits and hardgoods in the boardsports sector under the Billabong, Element, Von Zipper, Honolua Surf Company, Kustom, Palmers Surf, Nixon, Xcel, Tigerlily, Sector 9, DaKine and RVCA brands. The company has wholly-owned operations in Australia, North America, Europe, Japan, New Zealand, South Africa and Brazil.






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