By Karen Moul
Syfy has partnered with online apparel retailer Her Universe to create a line of women's clothing, jewelry and other items based on Syfy properties. Syfy President Dave Howe announced the partnership this month at the Syfy digital press tour in Orlando. "From a brand perspective, it sends the right messages about what we want to stand for, which is a business that is for everyone with platforms that reach out to everybody. It's very exciting."
Ashley Eckstein, founder of Her Universe, is best known to fans as the voice of Ahsoka Tano on Star Wars: The Clone Wars. She launched the company this summer with the first line of Star Wars apparel designed specifically for women. "In the past," said Eckstein, "a lot of [science fiction-oriented] merchandise was created for women more as an afterthought. They just took an image, slapped it on a pink T-shirt, and said, "Oh, the girls will buy it." And that's not what we want. We want some of the same cool images, just put on a really flattering V-neck."
"Almost half of all Syfy fans are women." she continued, "and they weren't giving us anything to buy."
Currently, Her Universe aspparel is targeted to a broad age range, with sizes ranging from extra small up through plus sizes. "It's definitely not a junior's line. Our items are fashionable and fitted but pretty true to size." She plans several new Star Wars items for Christmas, including a set of Boba Fett underoos.
Syfy gear will be available in 2011 at conventions such as ComicCon. The line will be available in retail outlets in 2012. Plans call for apparel [to] highlight Syfy programs such as Caprica, Battlestar Galactica, Warehouse 13, Destination Truth, and Eureka.
The panel also discussed other aspects of Syfy Ventures, which are available in the previous article. Eckstein answered questions for journalists at the digital press tour, which can be read in the full transcript below. Please also read the press release at Her Universe.
At last week’s digital press tour, Syfy executives Dave Howe, Alan Seiffert, and Craig Engler discussed the network’s plans to diversify across multiple entertainment platforms. It’s all part of Syfy Ventures, the network's business development and enterprise unit that focuses on
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