New York-based global retailer Foot Locker has announced the launch of Lckr, a men’s an women’s private label assortment of classic streetwear silhouettes. For the campaign debut, Foot Locker tapped rapper Gunna musician Tone Stith, actress Paigion Walker and television host Eutel Wallace.
Pieces include coordinated hoodies and tapered sweatpants as well as tops, zip-up hoodies, cargo pants, track jackets and pant sets. The palette will range from white and black to grey and will feature seasonal color pops such as dusty rose, blue, brown, green and burgundy. The apparel collection was designed by Foot Locker’s in-house team and was produced by the company’s sourcing team in Hong Kong.
Commenting on the launch, Bryon Milburn, general manager of U.S. Foot Locker and Kids Foot Locker stated, “At Foot Locker, we’re continuing to grow our assortment every day to make sure we’re meeting the evolving demands of all of our customers. Today, we’re seeing the need for comfort and the acceptance of casual wear in more places than ever before. With Lckr, we have developed an elevated basics line that gives our customers a diverse way to complement their personal styles at a great value.”
This is Foot Lockers’ second attempt shot at private label. Previously it offered a label called Foot Locker, which was shuttered three years ago. Commenting on the decision to shut down the label, Milburn noted while it did drive sales, it “didn’t feel connected to the customer or premium in nature.” Private label is an alluring proposition for retailers because the margins are so much higher than branded product. At the same time, if the product fails to connect with the consumer, the retailer isn’t able to return it to the vendor or ask for margin support.
Priced from $40–$75, Lckr will launch on October 20, 2021 at Foot Locker stores globally and online at footlocker.com. Additional collections will release through the end of the year and into 2022, including the expansion into Canada.