I still not-so-secretly love CK One unisex cologne, which launched when I was in middle school. And it seems that I'm not the only one. (Pun intended.) Calvin Klein, which is owned by massive retail conglomerate Phillips-Van Heusen, has decided to expand the CK One brand beyond fragrance into denim, underwear, and swimwear. The range will be available at Calvin Klein collection, underwear, and denim stores, as well as department stores the world over.
Will this work? Well, there's definitely '90s nostalgia in the air, which means consumers like me, and the generation behind me, might want to replicate the grungy aesthetic of Kate Moss and her counterparts in the original CK One commercials. On the other hand, Calvin Klein The Brand isn't as coveted as it once was. Think about it: Who wears Calvin Klein jeans these days? It'll be interesting to see if consumers bite.