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Tiffany Montgomery
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Levine on Skullcandy's new softgoods line

By Tiffany Montgomery
July 26, 2010 6:10 AM

Skullcandy has branched into apparel and accessories with a line of fleece, beanies, hats, belts, socks and a refreshed offering of backpacks, including some that include a weatherproof audio system with controls for a phone and music player built into the straps.

Dan LevineDan Levine, Skullcandy’s Chief Merchandising Officer and Executive Vice President, answered some questions about the new products.

Skullcandy, of course, is best known for its core product - headphones.

Can you give me some idea of how deep this new line of soft goods and apparel is? For example, how many different styles of hoodies are in the line? How many backpacks?

The heart and soul of Skullcandy is rooted in being a great audio accessory brand that pioneered a new point of view in electronics.

With that in mind the collection leans more heavily on the natural extensions of our strengths: hats, beanies and backpacks. T-shirts and fleece flowed directly from the art direction that brings our headphone assortment to life each season.

What stores are carrying the goods?

Skullcandy fleeceOur independent specialty partners have been incredibly supportive of the product launch. The willingness of the market to get behind our new categories validated this new opportunity.

Why move into soft goods?

Skullcandy is an emotionally charged brand that people want to attach themselves to. Entering into soft goods and accessories was not part of the original grand plan but from the Warped Tour to the US Open of Surfing there have been consistent requests for non-audio product. We are going to respond to the demand and will react to it accordingly. Our team has worked tirelessly to export our brand’s point of view and lifestyle into the soft goods line.

See Page 2 for more on line, including role of Stever Rapp

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