Macy's is partnering with Kenneth Cole Productions to introduce a new men's sportswear line. Set to launch this fall, the Kenneth Cole Reaction collection will be aimed at Millennial men, and will
favor an "energetic, downtown sensibility" in its denim, tees, and woven shirts, with lower price points than Kenneth Cole New York.
The Cincinnati-based retailer says that since the Reaction
brand is already a hit with its shoppers in footwear, outerwear, tailored clothing, dress shirts, leather goods, sunglasses and fragrances, the extension makes sense: "Reaction will now be able to
offer the Macy's man a complete lifestyle collection that satisfies his wardrobe needs from work to weekend," it says in its release.
No changes are planned to its women's Reaction line.
--Sarah Mahoney
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