Calvin Klein to re-brand bridge collections

American stalwart Calvin Klein is to re-brand it's diffusion and bridge level collections in an effort to streamline its name. The company, which is owned by US conglomerate PVH Corporation, stated it would re-brand its ck Calvin Klein's men's

and women's clothing and accessories collections to Calvin Klein. The re-branding will be featured on a platinum label.

Re-branding will

boost growth

The name change will begin this autumn with watches and jewellery for men and women, the company said. Calvin Klein said the platinum label re-branding is part of its strategy to further boost global growth of the overall brand across product categories and geographies.

"I believe that this rebranding, and the efforts we are taking to enhance our own bridge apparel and accessory offering, will benefit the brand image and result in the enhancement and expansion of the Calvin Klein lifestyle," Tom Murry, CEO of Calvin Klein told WWD.

Calvin Klein was sold to PVH Corporation in 2003 and last year the company consolidated its licenses with Warnaco Group, that held rights for its denim and underwear labels. The deal was valued at 2.9 billion dollars - the year's biggest clothing-industry acquisition.

The brand's mainline, Calvin Klein Collection, remains unchanged - and will sit alongside two other categories: Calvin Klein platinum label, a "bridge" tier for sportswear and accessories; and Calvin Klein white label, the "base" tier of sportswear and accessories - that also includes Calvin Klein Jeans and Calvin Klein Underwear. Each of the three categories will have its own advertising and distribution.

The creative direction for bridge apparel will continue to be overseen by Kevin Carrigan, who serves as the Calvin Klein brands’ Global Creative Director, while the design of handbags and small leather goods will continue to be led by Ulrich Grimm, the Creative Director for all of the Calvin Klein brands footwear and accessories lines.

Image: Calvin Klein Collection