It's Kmart's Turn

Have you heard about this? Transworld Business is reporting that in an effort to compete with Target’s Shaun White line and OP selling at Wal-Mart, Kmart is going to be offering its own clothing line this June. The brand, called Boarding, is being designed by Orange Clothing, who is based in Florida and works with big box as well as department stores. Not only is the title unoriginal—so is the logo. Check it out—it’s a cross between Rip Curl and O’Neill’s wave with the Quiksilver script thrown in. And, to dig that knife a little deeper into the industry, Scott Deutsch, president of Orange Clothing, was quoted describing the brand as “trend right, but affordable. Our focus is to offer the same quality and look as a Quiksilver or Volcom, but be half the price.” OUCH.

*photo taken from the Transworld Business site