Amazon launches in-house clothing line with seven new fashion brands

amazonfashionAmazon now has its own clothing line.

Amazon CEO Jeff Bezos. (GeekWire File Photo)
Amazon CEO Jeff Bezos. (GeekWire File Photo)

The Seattle tech giant quietly rolled out more than 1,800 fashion products made by the company under seven trademarked brand names, reported Quartz.

WWD noted that Amazon is selling a variety of clothing for men, women, and children. The seven Amazon fashion labels are: Franklin & Freeman, Franklin Tailored, James & Erin, North Eleven, Society New York, Lark & Ro, and Scout + Ro.

This is the first time Amazon is selling fashion products made by the company itself. Amazon has dipped its toes in the fashion industry for nearly a decade, but it hasn’t always led to success. In 2012, Amazon shut down Endless.com, a five-year-old high-end online fashion site that sold handbags, shoes, jewelry and other accessories, although it still operates other standalone sites today, such as MyHabit.com.

Amazon also sponsored the New York Men’s Fashion Week last year. In addition, the company is hiring for its fashion team. Business Insider spotted a “fashion technology” job posting with this description:

“When you think of buying new clothing, shoes, watches and jewelry, do you think of Amazon? Not yet? Well, we are going to change that.”

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