Marc Ecko and multi-platinum recording artist/actress Eve have partnered to re-launch her Fetish clothing line. The announcement was made on May 17.

Fetish by Eve was originally licensed to Commerce, CA-based Innovo Group Inc., makers of Joe's Jeans and Shago, who launched the line last year. Reports say problems first erupted between the two when Innovo was unable to produce Fetish's $7 million worth of orders in its first season due to Innovo's other production demands. The load was reportedly too much for Innovo's factories to handle.

While Fetish has set up its headquarters at Marc Ecko Enterprises' offices in New York, other changes will also follow. Newly recruited designer Peter Lee, vice president of marketing Dana Hill and division president Anthony Ottimo will all leave Innovo to run the Fetish brand under the house that Marc built.

In a press release, Marc Ecko says, "We foresee many synergies between Marc Ecko Enterprises and Eve as a brand and think she's got an amazing fashion approach and vision, which will be reflected in the new Fetish line."

Eve mirrors Ecko's optimism. "It's an ideal match working with Marc and his organization on the re-launch of Fetish," she says. "I've always appreciated Marc's design sense and he seems to have a sophisticated understanding of me as a person and as a brand. I expect the new Fetish will offer consumers the same high caliber as the other products I've brought to the market." Fetish's collection of women's sportswear, headwear, footwear and luggage is scheduled to debut in fall '05.

Marc Ecko Enterprises houses the company's original men's line Ecko Unltd., junior label Ecko Red, skate line Zoo York, men's streetwear label G-Unit Clothing Company--the joint venture with rapper 50 Cent, Femme Arsenal--an upscale womenswear and cosmetics line, and the recently launched Marc Ecko collection--Ecko's premium menswear label. The company also publishes the young men's consumer magazine Complex.



--Joselle Yokogawa, Features Editor