Rochester, NY—Kodak has been working on collaborations to drive brand awareness and advocacy with new audiences. As part of this strategy, fashion retailer Forever 21 and Kodak announced a Kodak apparel collection for the fall 2018 season. The collection features some of the iconic Kodak brand’s many logos as well as designs from the brand’s storied history.
The vibrant-colored apparel uses many of the original colors from Kodak branding and packaging from the 1990s. It also draws inspiration from Kodak’s days as a NASCAR team sponsor. Forever 21 is enthusiastic about the collection and its call-back to the days when the Kodak logo was virtually everywhere.
“We are so excited to announce our collection with Kodak,” said Linda Chang, vice president of Marketing for Forever 21. “Kodak is such an iconic brand that so many people love and respect. We are bringing our customers a fun and unique way to celebrate photography.”
Iconic Kodak Branding
The Kodak apparel collection includes women’s T-shirts, crop tops, jackets as well as lounge wear. The men’s line offers tees, polos, pullovers and jerseys. Altogether 26 items are available in 600+ stores globally. In addition, they come in men’s, women’s and junior sizes.
“Rather than be a fad or trend, we want to retain an aspirational product aimed at our core audience and those they influence,” said Dany Atkins, chief brand officer, Kodak. “What could be better for a brand transformation than everyone wearing your logo on a T-shirt?”
Furthermore, the collection was produced with Hybrid Apparel. 
This Kodak licensee works closely with Kodak on brand licensing efforts in the apparel space.
“Kodak has always been synonymous with our life’s best memories. Including past, present and even future aspirations,” said Bonnie Segall, executive vice president of New Business Development at Hybrid. “We were able to capture this by leveraging the current streetwear trend and creating a new ‘Kodak Moment’ for a new generation of enthusiasts.”
Furthermore, by teaming up with Forever 21 and Hybrid, Kodak is expanding its reach and aligning itself toward future possibilities. “We are excited to further increase our brand visibility with industry leading partners like Forever 21 that will uniquely leverage our imaging history to further build opportunities and growth into the future with the Kodak brand,” added Joel Satin, vice president, Global Brand Licensing, Kodak.
Kodak
Kodak is an imaging technology focused company. The company provides—directly and through partnerships with other companies—hardware, software, consumables and services. They market to customers in graphic arts, commercial print, publishing, packaging, entertainment and commercial films, and consumer products markets.
Forever 21
Headquartered in Los Angeles, California, Forever 21, Inc., is a fashion retailer of women’s, men’s and kids clothing and accessories. The company offers the hottest, most current fashion trends at a great value. Founded in 1984, Forever 21 operates more than 815 stores in 57 countries. It has retailers in the U.S., Australia, Brazil, Canada, China, France, Germany, Hong Kong, India, Israel, Japan, Korea, Latin America, Mexico, Philippines and United Kingdom.
Hybrid Apparel
Founded in 1997, Hybrid Apparel is a full-service design, development, sourcing, production as well as apparel distribution company. Located in Cypress, California, Hybrid has expertise in customer delivery and service. Its expertise crosses a range of apparel categories and geographies.
