Pressemitteilungen / Veröffentlichungen
HUCKE AG and Lufthansa - a new brand of up-market menswear
The cooperation between Deutsche Lufthansa AG and HUCKE AG sees the launch of a new line on the market for sophisticated sportswear fashion for men. With Lufthansa branching out into the textile field a new accent is being set in the licensing sector.
As an international brand name Lufthansa has a recognition rating of almost 100% and internationally it also enjoys a high degree of recognition and a good reputation. Values such as technical achievement, precision, safety, innovation, good service, and flexibility manifest themselves here.
To transfer this culture to textile products is demanding and a challenge. BUSH - a supplier of products of great convenience and with intelligent details - will design this collection in a new, independent area. Lufthansa Leisurewear by Bush will enter the market its Autumn/Winter 2004/05 collection. The product portfolio, structured according to two themes, comprises shirts, pullovers, polo shirts, sweaters, trousers, and outdoor jackets.
Lufthansa competence in the travel and flight sector is to be transposed to the textile sector, creating a special, modern textile brand identity.
Functionality at a very high level with, for example, stain protection - Advanced Teflon -, antibacterial finishes, stretch comfort, a high degree of breathability and weather protection thanks to Sympatex.
The outdoor jackets with the Outlast® temperature regulation system are a particularly sophisticated highlight.
Mobility is not just something for "frequent travellers", it is also ensured during leisure activities by means of clever details and pocket solutions such as the safety and ticket pockets. The crane logo is to be found as a subtle design element and signet on technical details.
International distribution takes place through the tried and tested field service team of the Bush brand serving top-class, specialist retailers, and selected branch outlets. Besides the presence of the collection in the showrooms, the concept will also be presented on the BUSH exhibition stand at the cpd fashion fair.
The introduction of the brand at the POS will be backed and promoted by means of a comprehensive, sophisticated POS package.
Hucke Aktiengesellschaft
- Management Board -
Lübbecke, January 9, 2004
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