GERMANY. Mãurer & Wirtz has signed a licensing agreement with designer Michael Michalsky to create a Michalsky fragrance and body care line in early 2010.
Michalsky is described as one of the best-known German designers. After studying fashion in London he began his career with jeans specialist Levis. This was followed by an 10-year stint as Worldwide Creative Director for Adidas, where he successfully linked the brand with music and fashion.
Michalsky and his team were the first fashion designers to be decorated with the red dot award for this.
In 2006, Michalsky founded his own fashion label, featuring the Michalsky and Michalsky Jeans brands. The collections are aimed at trend-conscious, urban customers. The designer aims to combine classic styles with streetwear influences. Michalsky presents his collections at Berlin Fashion Week.
In addition to this new fragrance licence, Michalsky has already assigned eyewear to NiGuRa Metzler in Dusseldorf, and the licence for blouses and shirts to Seidensticker in Bielefeld.
In other news, Mãurer & Wirtz has signed a deal with Swiss fashion and lifestyle brand Strellson, to create fragrance and body care products.
To date the Strellson product portfolio has included suits, coats, jackets, trousers, shirts, knitwear and accessories.
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