Jim & Eli to design back-to-school apparel line for Heelys

Dallas-based Heelys Inc researched the latest trends and commissioned leading freelance designers Jim McGrath and Eli Haarlander, formerly of Quiksilver and Disney, to create a revolutionized line of apparel to go along with the popular Heelys skate shoes for the 2007 back-to-school season.

The line, comprised of tees, hoodies, caps and backpacks, includes strong design elements like graffiti-style logos, metallic treatments and distressed screen-printing.

Coupled with the upcoming launch of Heelys’ non-wheeled shoe, “The Gamer” that embraces the popularity of video games, Heelys’ new back-to-school lines deliver the variety that consumers demand.

“The market is widely diversifying for teens and tweens,” said Heelys Inc Vice President of Marketing Jim Peliotes. “Retailers are creating inventive ways to grab their attention."

"Our product design and development experts have proven experience doing just that. With these cutting-edge designs, added to the newest Heelys styles, the Heelys brand will reach more consumers than ever before.”

Heelys empowered McGrath and Haarlander to make this year’s back-to-school line more edgy among young shoppers to maintain visibility amid recent trends in the teen and pre-teen market. Those include:
• “Crest,” a Heelys logo in gel ink with heraldic background for both boys and girls
• Skater-specific designs such as classic fit long-sleeved shirts, “Kobayashi” and “Propulsion”
• More feminine, design-intensive shirts like “Blossom” and “Paisley”• Boys and girls backpacks made with exclusive ‘wheel pocket’ for wheel storage during school hours
• Hoodies with distressed screen printing and frayed-edge finishes
• And shirts with trendier, fresh approaches to the brand like “Wings” and “Rapids”

“Jim and Eli have given our new line of apparel a fresh approach and cool look,” said Heelys Inc Vice President of Design and Development Bob Byrne.

“Kids are buying what they want now and we always want to remain on top of their wish list for back-to-school gear. I believe we’ve succeeded with our new line.”

Heelys Inc