Montreal entrepreneur collaborates with Jack & Jones

By

Jennifer Braun

Published
Mar 28, 2017

Canadian entrepreneur Olivier Primeau is teaming up with Danish brand Originals by Jack and Jones to launch a capsule collection for men.
 
The apparel collection baptized Beach Day Every Day By Jack & Jones, will embody Primeau’s day-to-day lifestyle as a social media star and owner of Montreal’s summer hotspot BeachClub. The collection will consist of approximately 40 pieces and will include t-shirts, tank tops, caps, bags, shorts and sweatshirts, in several prints and colours.

For the Danish company, this will mark the first Canadian collaboration of its kind. Though it seems like an unlikely match, Jack & Jones sees value in such a collaboration in an effort to please local markets.
 
''It is a wonderful opportunity for us to highlight our local market by working directly with a hometown personality, while keeping the Danish roots of the brand,'' explains Geneviève Nault, Wholesale Sales Manager for Jack & Jones in Canada, in a news statement.

The collection will be available on May 8, 2017 in select Jack & Jones and Hudson's Bay locations across Canada. The line will also be available online at jack-jones.ca and beachdayeveryday.co.
 
Originals by Jack and Jones is a sub-brand of Jack Jones. It is owned by Bestseller along with sister brands Vero Moda, Only and Noisy May.