Durango is moving beyond boots.
The Western brand, a division of Rocky Brands Inc., has signed two licenses to expand into apparel, bags and small leather goods.
The first is with NYC Alliance and will cover apparel and wearable accessories for men and women. Men’s apparel is expected to launch in March, followed by women’s in the fall.
“NYC Alliance is proud to partner with Durango, a brand with a strong heritage, authenticity and consumer recognition,” said Zina Zegans, president of licensing and branding at NYC Alliance. “We see an exciting opportunity to build on that equity by expanding into apparel and further growing Durango’s presence as a lifestyle brand.”
And Designer Fashion Group is developing men’s and women’s bags and small leather goods that are expected to launch in the second quarter next year. That deal includes handbags, fashion backpacks, hobos, totes, crossbody bags, sling bags, satchels, duffel bags and boot bags, along with belts, wallets, wristlets, passport cases and key chains.
“For us, this licensing partnership is more than a commercial opportunity; it is the coming together of two organizations with complementary strengths,” said Nick Sawhney, executive director of the Designer Fashion Group. “Durango contributes a rich heritage and strong brand recognition, while Designer Fashion Group contributes decades of expertise in transforming leather craftsmanship into successful consumer products. Together, we believe there is a meaningful opportunity to establish Durango as a leading name in handbags, belts and small leather goods while preserving the authenticity that has made the brand successful for generations.”
The partnerships with NYC Alliance and Designer Fashion Group are intended to expand on Durango’s established Western footwear business by introducing complementary products.
“Durango has strong brand recognition and an opportunity to reach customers in more areas of their everyday lives,” said Byron Wortham, senior vice president of Durango. “Working with experienced licensing partners allows us to expand our product offering, create new retail relationships and introduce Durango to customers beyond footwear, while allowing our team to remain focused on its core footwear business.”
Both agreements run through the end of 2029.