Calvin Klein rolls out global rebranding of contemporary product lines

After a logo was unveiled, Calvin Klein Inc said it plans to rebrand the company’s men’s and women’s contemporary apparel and accessories business – which is currently conducted under the brand name Calvin Klein Platinum – to CK Calvin Klein. The global rollout of the name change will begin this month.

The creative direction for contemporary apparel and accessories is overseen by its chief creative officer Raf Simons, with creative director Pieter Mulier.

In Asia and Japan, in coordination with licensing partners Club21 and Onward Kashiyama, respectively, the CK Calvin Klein rebranding of men’s and women’s apparel and accessories will begin to be introduced with the Spring 2017 season.

Freestanding stores opening this year in Asia will open with the new branding, and existing stores will be transitioned on a rolling basis, beginning this spring.

The American brand describes itself as “a global lifestyle brand that exemplifies bold, progressive ideals and a seductive, and often minimal, aesthetic”.

Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, and the company was acquired by PVH Corp. in 2003. Its global retail sales of Calvin Klein brand products exceeded US$8 billion in 2015 and were distributed in 110 countries.

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