Sears to Sell Army-Approved Clothing

NEW YORK -- Soldier chic isn't a new fashion trend, but now consumers will be able to buy officially endorsed military merchandise at their local department store. The U.S. Army has officially licensed its First Infantry Division marks and insignias to Sears.

Sears, Roebuck & Co. has signed a deal with the U.S. Army to launch the All American Army Brand's First Infantry Division clothing collection. It marks the first time the U.S. Army has officially licensed its marks and insignias; licensing fees will be used to support military programs for troops and their families.

Coming to Fashion Week

The president of Sears Apparel said the brand will be prominently featured during the retailer's Fall Forward fashion. The line will also be included in future marketing campaigns, including those slated for the holiday season.

"Over the years, military-inspired clothing has played a distinct role in shaping fashion trends," Mr. Israel said. "We are now able to exclusively offer a line that is pure to the origins of that inspiration."

The collection will be made up of "authentic lifestyle reinterpretations" of the fit, design and performance of regulation uniforms and military-issued gear.

Military booster

The collection aims to simultaneously raise the profile of the U.S. Army and round out Sears' military program. The collection dovetails with Sears' "Heroes at Home" program, which provides home renovations to military families and has been promoted through twice-a-year marketing campaigns. Sears also has an extensive military-support program that includes community outreach and employee assistance, among other things.

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