BEVERLY HILLS — Hustler Licensing, through its agent Nxt Gen Brand Marketing, announced today they have inked a deal with Playful Promises to manufacture and distribute a collection of lingerie and sleepwear products with the Hustler lifestyle brand.
According to a company announcement, the new agreement enlists Playful Promises to manufacture and distribute a collection of Hustler lingerie and sleepwear in the U.S. and other global markets, including a range that will launch at London Fashion Week AW20, featuring lingerie sets, nightwear, accessories and related merchandise.
Emma Parker, founder and managing director of Playful Promises, has called the agreement "a long-term commitment and partnership that aligns with the Hustler program," noting that it provides a unique opportunity to utilize the Hustler brand to add a few sexier pieces to its women's lingerie offerings.
Playful Promises holds the license for Bettie Page Lingerie and is the parent company of brands Wolf & Whistle, Peek & Beau, Deja Day and Regalia. Following successful sellout collaborations with plus-size influencer Gabi Fresh, the brand has become known for mixing "quirky, directional design with all things flirty, sexy and elegant," as well as its extensive size range, which covers over 85 sizes, and its inclusive, diverse promotional imagery.
Philip Del Rio, VP of retail and licensing at Hustler, similarly enthused over the collaboration, calling it a "perfect fit."
"We couldn’t be more thrilled to begin this new partnership," he said. "Their proven track record for success and expertise in the areas of lingerie and nightwear will enhance the Hustler brand, and their fresh, flirty and sexy designs will provide our customers with a new range of merchandise in a wide variety of sizes, allowing for more inclusivity within the brand.
For information on products licensed by Playful Promises from Hustler, contact hanna@playfulpromises.com.
