Apparel Manufacturer to Develop its Name as Consumer Brand

Gildan USA Inc., the Branded Apparel division of Gildan Activewear Inc., will develop the Gildan name as a consumer brand for t-shirts, underwear, socks and other apparel items, as well as refresh the image of its 83-year-old Gold Toe brand to appeal to a wider audience, according to Ellis Verdi, president of New York-based DeVito/Verdi advertising agency, which is in charge of the assignment.

 

"We are determined to create a powerful consumer brand with Gildan, and we have tremendous confidence in the further growth potential for Gold Toe," says Glenn Chamandy, president and CEO, Gildan Activewear Inc. "We've aligned ourselves with an agency that has an established track record of successes in the retail industry, and we're looking forward to partnering with them to achieve our goal of becoming a company driven by leading consumer brands."

 

The project scope is expected to include the creation of commercials, signage and design concepts, the development of PR, e-commerce and social media activities, and the implementation of an overall communications platform to introduce and promote the brand in the U.S., Canada and international markets.