LuLaRoe and Evil Knievel family announce apparel licensing partnership

By

Cassidy Mantor

Published
Jun 28, 2018

Multi-level marketing retail company LuLaRoe has forged a two-year partnership agreement with the Evil Knievel family brand for a men's, women's and children's line celebrating 60s and 70s Americana.

LuLaRoe: American Dreams offers men's, women's and children's options including tees, dresses and leggings in prints and patterns. Sizes offered range from double extra small to 3XL.

Evel Knievel is a hero in our modern-day culture—the quintessential risk taker. If you're an entrepreneur or adventurist, get out of your comfort zone," said Kelly Knievel in a press release, explaining the philosophy behind the collaboration. "Take intelligent risks, learn from your mistakes, and move onto the next jump - entrepreneurship 101. Nobody is going to give you anything or recognize you for lack of results."

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Mark Stidham, CEO and co-founder of LuLaRoe commented, "This partnership is one of our first steps in evolving the brand to serve Independent Fashion Retailers and their Customers with collaborations that pay tribute to great dads and great role models." 

The collaboration comes at a time when LuLaRoe is rebuilding after having been accused of being a pyramid scheme. The five-year-old California-based company relies on its reps, or "Independent Fashion Retailers" to sell directly to friends in a social network. Reps are also tasked with converting their customers into new reps and receive incentives for those conversions.

While the initial rep roles were lucrative, the market has become saturated with over 10,000 reps nationwide. Additionally, reps have said they go into debt making their initial investments in product which is virtually unsellable and becomes dead stock.

The Evil Knievel collection is now available with prices starting at $23.