B.U.M. Equipment releases 30th anniversary collection

Retro California lifestyle brand B.U.M. Equipment is celebrating its 30th anniversary with a series of licensing deals for new product lines.

Rihanna wearing vintage B.U.M. Equipment. Photo: BUMEquipment.com

B.U.M. Equipment will relaunch in time for Fall/Holiday 2016 under the direction of Stephen Wayne, Chairman and CEO of B.U.M. Equipment LLC.

Wayne is a licensing guru, having led licensing manufacturing for brands including Bugle Boy, Sasson Jeans, and Andrew Fezza as well as for B.U.M. Equipment. The new collection will include Young Men's and Unisex.

Wayne tapped his children for their input in how to give the brand a makeover, recognizing the retro place that the brand holds in the eyes of millennials. Rihanna was recently photographed leaving a recording session with Drake wearing a vintage B.U.M. sweatshirt.

“The launch of this collection is perfectly timed for consumers hungry for a retro brand that embodies laid-back casual California Lifestyle and so far celebrities showing off their favorite Bums have already proven that to us,” said Wayne.

In addition to the Young Men's and Unisex lines, there will be a Baby B.U.M. line manufactured by children's clothing company Land & Sea Inc., with projected Y1 sales at $1,000,000.

The brand has been featured in Ashton Kutcher's comedy show "The Ranch," and last fall it hit Urban Outfitters in an exclusive capsule collection.

Wayne has the brand set up to debut a new ad campaign at the MLB All Star game this July and plans to create more licenses for accessories and product lines in the future.


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