Everlast

American brand of men’s, women’s, and children’s sportswear. It was established in 1910 with the launch of boxing trunks that were the first to use an elastic waistband. The idea belonged to a Mr. Golomb, and the success was such that other products could be added. Since 1988, the brand has been produced and distributed in Italy by A. Moda, a company belonging to Alessandro Bastagli, who also has licenses for the Neil Pryde and Gold’s Gym lines in Europe. In 1996, he created a company called Bavers in partnership with the Gianni Versace Group for licenses of leather accessories, children’s wear, sport lines, and men’s and women’s underwear.
The sports brand concludes an agreement with Tavil Associates of New York to produce a playtime line and a nighttime line for children and babies. The collection, launched in the middle of the following year, completes the clothing lines offered for the American market by the sports giant. BBC International obtains the license for casual shoes in the U.S. and Canada.
The Sports Authority gives the Vendor of the Year award to George Horowitz, the president of Everlast, for the brand’s excellent results in 2002.
Despite the increased number of licenses, the company ends the first quarter with a decline of 11.7%, to $12.3 million. In the U.S. and Canada there are more than 20,000 Everlast points-of-sale. Everlast products are distributed throughout the world under 20 different licenses.
A license agreement with Pac Paris, a world-class producer of perfumes, for the creation of a beauty line. Men’s and women’s fragrances, deodorants, and aftershaves are on the market by autumn.