Snipes is adding the New York label Zoo York to its portfolio as a licensed brand, the Cologne streetwear retailer announced on Wednesday. By integrating the skate brand founded in 1993, Snipes is strengthening its image as a leading streetwear retailer and also opening up new sales potential.
“The integration of Zoo York into our strategic brand portfolio alongside our own brand Snipes and the important licensed brands Karl Kani and K1X is a sensible step to further advance our diversification,” says Simon Bus, Head of Communications & Entertainment.
With Zoo York, the retailer is adding an already established skate brand to its range that is “still celebrated today by a large fan base”. Established in the 1990s, the brand is still inspired by its native New York, skate and hip-hop culture and both sneakers and clothing items have been reinterpreted by Snipes.
“By reinterpreting Zoo York’s styles, we can expand our community and open up new market segments because we don’t just want to appeal to the skate community, but to a broader audience. On the one hand, this expansion strengthens our position as a leading streetwear retailer, but on the other hand it also offers opportunities for synergy effects and cross-promotion between our various brands in the portfolio,” added Bus.
The Zoo York collection, as well as a sneaker model in three different colors, are now available from Snipes. The collection is priced at 79.99 euros for the sneakers, while t-shirts are available from 29.99 euros and sweaters from 79.99 euros.