German streetwear brand Homeboy is on the move again. After less than a year, Homeboy and its head of sales Alexander Hass have gone their separate ways. As founder Jürgen Wolf confirms, Homeboy has hired Urban Styles (SNIPES SE) as of January 2018 to distribute the apparel collection for the DACH region.


Wolf explains: "After the launch via the Club Homeboy (Homeboy 2.0) this step is consistent, as we are confronted with an ever widening interest from the market, which we do not want to hold in our own hands organizationally. From the very beginning of the relaunch, it was clear to us that the Internet, especially Facebook and Instagram, are creating completely new conditions that demand the fashion industry on a previously unexplored territory. Namely entertainment. This is exactly where we will join forces with our new partner and transform Homeboy into an entertainment company that makes fashion (Homeboy 3.0). The aim of Club Homeboy is to create an axis between retailers and end users. The Snipes Group has already made a decisive contribution in this area, which is another reason for our partnership." 


Joining Kappa and Helly Hansen, Homeboy is the 12th entry in the brand portfolio of the sales agency Urban Styles. With its own logistics center in Cologne and showrooms in Hamburg, Berlin, Munich and Karlsruhe, the agency also distributes brands such as Fila, Cayler & Sons, Criminal Damage, Urban Classics and Sixth June.


Homeboy also has a new partner for a shoe line. Bernd Hummel has taken over the rights to design, manufacture and distribute the shoes. As Bernd Hummel confirms the shoe collection will be available in shoe, sports and sneaker stores from the summer season 2019. This also includes Europe-wide online and mail-order businesses.

Meanwhile, Alexander Hass has taken on a new role as district manager wholesale at underwear brand Triumph International.

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