This year marks 40 years since B.U.M. Equipment launched and it didn’t take long for the California-inspired streetwear brand to generate a following in the ’80s and ’90s. At its height, the brand had sales of more than $2 billion and sold over 100 million products.
So with ’90s fashion making a resurgence, it’s time for a relaunch.
That’s the thinking of Stephen Wayne, an apparel industry veteran who has owned the trademark since 1997.
This is not the first time B.U.M. has attempted to relaunch over the years, but this time, Wayne has turned to his son, Jack Wayne, whose experience includes working with celebrities and musicians to grow their online businesses and monetize their platforms, to spearhead B.U.M.’s return.
So on Friday at noon ET, the brand will return with a tight capsule collection of two men’s tops, two women’s tops, four bottoms, two hats and a special-edition hoodie. Only 40 pieces of the hoodie have been produced and each one will be numbered, Jack Wayne said.
The hoodie will retail for $140 and every other piece will sell for $40, a nod to B.U.M.’s anniversary.
B.U.M. Equipment was popular in the ’80s and ’90s.
Elaine Siemek
The collection initially will be sold on the B.U.M. Equipment website with hopes that it will eventually expand beyond that, they said. The goal is to create new products every quarter to add to the collection.
“Heritage brands have been a big deal for the last couple of years and they’re getting a lot of traction,” Stephen Wayne said. “The younger kids today want to emulate the look of brands that have survived that can still be cool. That’s the concept.”
His son added: “We want to bring back that vintage feel with some inspiration from today’s style.”
Stephen Wayne said beyond this apparel launch, B.U.M. still has several licenses for hosiery, underwear and in international markets.
