In a new partnership with Hong Kong-based fashion sourcing company Omnibrand Group, National Geographic is venturing forth from the land of media by launching its first menswear collection.
This move is part of National Geographic's consumer products strategy, which it launched globally in 2017 that saw it rethink how it reaches audiences.
The premium range will consist of 67 modern designs, including jackets, shirts, t-shirts, polo shirts and knitwear aimed at the 'Urban Explorer.'
Wearing its commitment to sustainability and environmental awareness on its sleeve, the collection of menswear will use sustainable cotton, as well as recycled plastic bottles and down feathers.
Part of the revenue generated by the collection will support National Geographic Society’s work in the areas of science, exploration, conservation and education.
The collection will appear in store from September, which will be supported by a 360-degree Omnibrand Group campaign.
Established in 1888, this new direction for National Geographic is part of its endeavour to broaden its horizon.
After the publisher took a leaf out of the HBO, Netflix and Amazon playbook by producing its own TV series, its brand portfolio now includes television, digital, print and social properties and content.
Discussing the new menswear collection, National Geographic's vice president consumer products and publishing, Europe and Africa, Maria Maranesi said: "This collection reflects two important aims of our consumer products strategy: to brand only the highest-quality product and to work with companies that promote our focus on sustainability and exploration.
"As we continue to create unique and premium experiences for our consumers, Omnibrand has perfectly translated our National Geographic core values into a modern and unique apparel collection.”
Adding to this, Ombibrand Group's chairman, Patrick Andrist commented: "We analyse the DNA of a brand to create consistent and quality collections that reflect its core values and characteristics.
"National Geographic is an incredible storyteller with rich and inspiring content. Our approach is to dynamically introduce the National Geographic community to the fashion market, expand the fan base and promote sales”.