By Allison Watkinson
TLL Reporter
Stetson and L2 Brands have partnered with CLC to introduce a licensed, western-inspired headwear collection for seven university brands in the US.
The institutions included in the collection are the Texas A&M University, the University of Texas, University of Oklahoma, Texas Christian University, Stetson University and Oklahoma State University.
Each hat is uniquely designed for the participating universities and will feature branding of the school integrated into the hat’s band.
Stetson worked in collaboration with L2 Brands to bring the Stetson Gameday collection to market through each of the hat’s respective school’s campus retailer.
L2 Brands is a specialty retail and supply company that focuses on apparel, headwear and home products for collegiate, resort and corporate channels.
“College sports have a way of bringing people together, and that’s exactly what we wanted this collection to do.” said Stetson CEO, Robert Dundon. “We’re proud to put the Stetson name alongside these schools—it feels like a natural match. Fans will see their own spirit and tradition reflected in a brand that’s been part of American culture for over 160 years.”
The Texas A&M University will be the first school added to the collection, with its launch scheduled for the Aggies’ football home opener on August 30.
To promote the launch, the institution will host an in-person event at the Texas A&M University Bookstore that includes a hat branding station and several more themed activities.
“From the vision of our staff to collaborate with Stetson, to working with the Stetson team to develop the beautiful hats that are a part of this collection, we are thrilled to help deliver this distinctive product program exclusively for our CLC partner schools,” said CLC marketing SVP, Nicole Armentrout. “Our goal is to develop customized product opportunities that will appeal to each facet of a school’s fan base, and we are excited to introduce this collection for those fashion-forward fans that appreciate the workmanship and quality that Stetson represents.”
The licensed headwear launch for the University of Texas at Austin will be on September 5 at the COOP and Big Bertha’s Bazaar.
For the University of Oklahoma, the licensed hat will be available at Fanatics In-Stadium Stores starting on September 6.
The Texas Christian University will debut the hat at the TCU Campus Store on September 13.
Stocked at Red Raider Outfitters, the Texas Tech University headwear will be available to shoppers on September 13.
Stetson University is scheduled to offer the hats on September 20 at the campus’ official bookstore.
Finally, the Oklahoma State University hat will launch on September 27 through the Oklahoma State Student Union Bookstore.
Founded in 1981, CLC is a collegiate trademark licensing and marketing company that represents close to 800 collegiate brands.
Its brand portfolio includes a wide variety of universities, conferences, athletic events, organizations and associations.
With an extensive network of manufacturers and retailers, the company delivers licensed merchandise strategies and marketing platforms for its licensing partners.
CLC is a part of the collegiate-focused media and technology company, Learfield.
Founded in 1865, Stetson is an American lifestyle brand that produces a wide selection of Western-inspired apparel, headwear, accessories, apparel, fragrances and more.
Image courtesy of Learfield, CLC and Stetson.
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