Macy’s, Inc. has signed an agreement to become the exclusive department store retailer of a new Kenneth Cole Reaction men's sportswear line in the US.

The new Reaction men's sportswear collection will be geared toward cool millennial men with an energetic, downtown sensibility and include a special focus on denim, graphic tees, and woven shirts, and appeal to a younger, more casual and price-conscious consumer than the more sophisticated Kenneth Cole New York collection.

Distribution of all other existing men’s and women’s Reaction categories, including footwear, outerwear, tailored clothing, dress shirts and ties, will remain unchanged.

Reaction will launch in September 2010 in 150 Macy's stores and online at, and is expected to grow to 550 doors. The launch will also include a roll out of new Reaction shop-in-shops in prime locations in Macy's stores across the country.

—Tim Yap