Fender’s lifestyle brand extension was premiered last year at Licensing Expo, thanks to the collaboration between Fender and Beanstalk; now it is getting momentum not only in its homeland, but in Europe also. New partners have been announced recently, like the apparel license to Sunset Bioworld, and the co branding with HTC Hollywood Trading Company. Hollywood Trading Company
A California brand with creativity and manufacturing balanced between USA and Italy, has always found inspiration from bikers and rock’n’roll world. That’s why “Friends of Fender” by HTC comes as no surprise. HTC’s new label “Friends of” will open a new series of collaboration that will be proposed to clients worldwide starting from Fender, firstly showcased next July at Premium, Berlin. The collection for men and women, based on the Fender Guitar Strap concept, will include hats, belts, t shirts and other accessories, everything made in Italy. Leo Fender can still be proud.