PENFIELD - BREAKING NEWGROUND IN AW23
Founded in 1975, Penfield’s outdoor clothing line was acquired in 2021 by Brand Machine Group, a global brand owner and licensing specialist.
Holding a deep reverence for Penfield’s heritage and tradition, Brand Machine Group are furthering the brand’s legacy for a new generation of wandering spirits. This season, Penfield introduces a dedicated website (Penfield.com)for its innovative and functional outerwear, complemented by a collection of carefully selected independent stockists and global wholesale accounts.
This month sees Penfield launch with renowned lifestyle retail company, Urban Outfitters, joining Working Class Heroes, Old Town General Store, Cooshti and Terraces Menswear as well as Kyoto Copenhagen and Stag Provisions US globally.
“FALL 23 has been a significant step forward for the brand as we establish our footprint across international markets. We are working closely with select partners to showcase the Penfield’s incredible heritage and quality, ensuring we are setting the brand up for long-term success,” says Jason Illingsworth-Eames, MD at BMG.
This season’s collection is underpinned by the Penfield Icons range.
“We have revisited our archive and uncovered five of the most iconic styles which provoked the fondest and most nostalgic memories of the brand,” says Henry Blogg, Creative Director at BMG.
Each icon has been sourced and constructed individually from a curated supply base, delivering the same quality, and fit the brand has been known for since 1975, authentically restored and refreshed for a new generation.
Rugged Americana returns with the welcoming silhouette of the Rockford, whilst the Bowerbridge is a heavyweight option for supreme warmth and comfort. The Kasson is Penfield’s take on the classic mountain parka, and the Archive Padded Bomber is an impactful offering influenced by New England’s aesthetic style. These wind and rain resistant pieces are complemented by the Winter Geo Mattawa, a bold and lush borg fleece decorated in a stunning geometric design.
"Inspired by 1970s camping catalogues, clothing, and paraphernalia, the rest of the collection captures the quality and charm of that bygone era, infused with a contemporary burst of energy. The rich colour palette features shades of red, cinnamon orange, burgundy, teal, chocolate brown, and stone, complemented by vibrant pops of yellow and punchy pink."
About Brand Machine Group (BMG)
BMG is an international fashion brand owner and licensing specialist, housing a diverse and industry-leading portfolio of fashion, sports, and outdoor brands across adults and childrenswear clothing and accessories, including Penfield, Duchamp, Flyers, Peckham Rye ,Ben Sherman, Elle Junior, Franklin & Marshall, Jack Wills, Juicy Couture, New Balance, Lee® kids, and U.S. Polo Assn. With more than 40 years expertise, BMG specialises in global licensing and partners with recognised market leaders to manage a seamless and collaborative process of designing, manufacturing, and delivering quality product whilst championing the DNA of its brands. www.brandmachinegroup.com
Press/ PR
For images and PR enquiries please email Gina DiGregorio, Head of Marketing at Brand Machine Group. Gina.Digregorio@brandmachinegroup.com
The collection will be available to retailers via BMG.
For sales enquiries, please contact sales@brandmachinegroup.com