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Details on Industry Insight.
Quiksilver is launching a European, high-end underwear line called Moskova in the U.S. market for spring.
Moskova was started by three pro surfers, Miky Picon, Jérémy Flores and Patrick Beven, about two and a half years ago, Brian Bowen, General Manager of Emerging Brands for Quiksilver, told me at Agenda.
The three developed the brand with input from their friends and training partners from Brazil and the North Shore of Oahu, and Moskova mixes performance, technology and style, according to the Moskova brand story.
Moskova has found success in Europe, and is launching in the U.S. with three silhouettes – a cotton brief, a pocketed brief and a traditional boxer. It also has underwear for boys.
The underwear is colorful and uses highend fabrications.
“Underwear is changing with different colors and silhouettes,” Brian said. “It’s not just the thing that mom brings home in packs of 20 anymore.”
Interesting colors are especially appealing today as underwear often peeks out under some denim styles, he said.
Brian said Quiksilver sees an opportunity to introduce a new category to the market just as brands such as Stance and Skullcandy have done.
Price points range from $29 to $34, and Moskova is providing retailers with a dedicated fixture to display its offering, and can use existing floor space in stores.
Moskova is aiming for better specialty accounts in surf, skate and snow and has also had interest from boutiques. Twelve reps are handling sales in the U.S. and Canada, Brian said.
In addition to surfers, Moskova has some Jiu-Jitsu and MMA athletes associated with the brand, such as Kron Gracie and Ricardo Arona.
While Quiksilver owns the brand, the Emerging Brands team, which works on Moskova, VSTR and Summer Teeth, work out of separate offices in Newport Beach.
“We are really keeping that small brand mentality,” Brian said.