Sears to Start Selling Line of Official U.S. Military Garb

Share this

Sears [6] has entered into a first-ever deal with the United States Military to market a new line of officially sanctioned, military-styled clothing to men, women and boys. The military has officially licensed a "soldier chic" line of clothing to Sears called the "All American Army Brand First Infantry Division" collection. The garb, to be launched in 550 Sears stores in October -- just in time for the holiday season -- consists of "authentic lifestyle reinterpretations" of regulation uniforms and military-issued gear like T-shirts, hooded sweatshirts, denim and other outerwear. The partnership is part of a marketing strategy to raise the public profile of the U.S. military. Sears already carries some military-themed merchandise on its Web site, like a Modern Military Figure Special Forces Soldier [7] toy for ages 8 and up, a musical DVD [8] titled "Death Chants, Breakdowns and Military Waltzes, Vol. 2," which lists song titles like "Cadaver Recovery Man" and "Mud & Guts," and a Self-esteem Zip Military Style Vest for Juniors [9].