Surf's Up for MMB, Fortune Fashion | Adweek Surf's Up for MMB, Fortune Fashion | Adweek
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Surf's Up for MMB, Fortune Fashion

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BOSTON McCarthy Mambro Bertino is preparing to launch surfware clothing lines Sea Angel and Rietveld for Fortune Fashion Industries. Total ad spending is estimated at $2 million.

The launch will mark the Los Angeles-based private-label company's first foray into branded consumer wear. Surf artist Rick Rietveld co-founded the brands in 1995; Fortune Fashion acquired the rights to them last year. The new labels, Rietveld and Sea Angel, will compete with Quicksilver and Roxy.

The first work from the L.A. office of Boston-based independent MMB will debut in the fall.

"From a category standpoint, surf clothing and surfing is a cool area for the agency to play in," said John McGonigle, general manager of MMB. "Also, both lines are blank slates from a brand standpoint. Our mission is to define these brands and launch them to the world."