NEW YORK--(BUSINESS WIRE)--PVH Corp. (NYSE:PVH), the owner of the Van Heusen brand, today announced the launch of the Flex Collar men’s dress-shirt designed with exclusive technology to provide men with an additional half inch of expanding collar comfort without wrinkling or compromising the collar structure.
“We believe the Flex Collar shirt will be a game changer within the dress shirt category and are extremely proud to bring this shirt to consumers across the country,” said David Sirkin, President of Dress Shirts at PVH Corp. “The Van Heusen brand has been known for bringing innovation to dress shirts for almost 100 years and we are committed to continuing to do so.”
In development for nearly two years, the Flex Collar shirt, developed in partnership with Talon International, Inc. utilizes Talon’s proprietary TekFit stretch technology, which transforms an otherwise non-stretchable fabric into a fabric with the ability to stretch and recover without compromising the style, look or feel of the garment.
A comprehensive 360-degree marketing campaign will support the launch of the Van Heusen Flex Collar shirt this fall and is anchored by a national commercial highlighting iconic tight collar moments from classic movies to popular TV shows. The spot will premiere on CBS Sunday, September 20th during the 1pm (EST) national football broadcast. Further, as a long-time sponsor of the New York Giants, Van Heusen will unveil branded in-stadium creative and various digital shorts shot at MetLife Stadium starring running back Rashad Jennings, guard Justin Pugh, center Weston Richburg, linebacker Devon Kennard, defensive tackle Jonathan Hankins and New York Giants’ legend Jessie Armstead. The unique and humorous videos showcase the players in situations where extra space equals more comfort and will be shown on local New York media and across the brand’s social media channels.
Longtime Van Heusen spokesmen, Steve Young and Jerry Rice, along with fellow gridiron great, Merril Hoge, will be leveraged in the print and online elements of the campaign. Fans can watch the campaign come to life across Facebook, Instagram, Twitter and can follow and join the conversation using the dedicated hashtag - #FlexCollar.
Van Heusen Flex Collar shirts are available now at key retailers including JCPenney, Kohl’s, and Macy’s.
About PVH
PVH Corp., one of the world’s largest apparel companies, owns and markets the iconic Calvin Klein and Tommy Hilfiger brands worldwide. It is the world’s largest shirt and neckwear company and markets a variety of goods under its own brands, Van Heusen, Calvin Klein, Tommy Hilfiger, IZOD, ARROW, Warner’s and Olga, and its licensed brands, including Speedo, Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL Kors, Sean John, Chaps and Ike Behar.
