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Saturday, Sep 23, 2023

Apex Launches Clothing Line With Built-in Masks

Apex Global Brands is looking to capitalize on the coronavirus pandemic with a new line of performance apparel that features built-in face masks. The Sherman Oaks company manages a portfolio of clothing and footwear brands including Hi-Tec, an outdoor and sports banner that sells all-terrain garments such as waterproof hiking boots and running sneakers. Hi-Tec on Tuesday launched its “Venture Series,” a line of hooded pullovers with a cloth mask sewn in as a neck piece. The mask component features an opening where the wearer can insert a filter screen for further protection. The sweatshirts cost $40 and are made with a moisture-wicking mix of polyester, rayon and spandex in a variety of colors. The line is only available online, but is scheduled to roll out in brick-and-mortar stores this fall. Hi-Tec is licensed in North America by Tharanco Lifestyles, a subsidiary of Tharanco Group in New York. According to a statement from Tharanco Lifestyles President Bill Hackett, “We have addressed the next step of what our customers have been asking for by developing quality, comfortable clothing with a deployable mask option when necessary or desired. Our goal with the Venture Series was to cross-pollenate fashion and function.” With Hi-Tec’s Venture Series, Apex joins the growing cabal of Valley companies introducing face masks or other protective products to supplement their revenues during the current economic slump. Shares of Apex (APEX) nearly doubled in price Tuesday, increasing 50 cents, or 81 percent, to $1.12 on the Nasdaq.

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