Sep 03, 2008, 06:34AM

"Anbar Awakening," now in Olive Green and Charcoal Grey

We're not sure why exactly the US Army needs to rustle up some extra pocket change, but here they go. In a partnership with none other than fashion giant Sears, the US Army has, for the first time in history, licensed its official marks and insignias for reproduction. Props to Sears for running community outreach programs and other special services to veterans, and this fashion movement is no different (it aims to raise money for soldiers and their families). Hey, if the clothing line takes off, maybe Sears will start building capable military hospitals.

Craig Israel, president of Sears Apparel, said the brand will be prominently featured during the retailer's Fall Forward fashion exhibit at next week's Mercedes-Benz Fashion Week in New York. The line will also be included in future marketing campaigns, including those slated for the holiday season.

"Over the years, military-inspired clothing has played a distinct role in shaping fashion trends," Mr. Israel said. "We are now able to exclusively offer a line that is pure to the origins of that inspiration."

The collection, slated to launch nationwide in October, will be made up of "authentic lifestyle reinterpretations" of the fit, design and performance of regulation uniforms and military-issued gear. There will be styles for men, women and boys, including T-shirts, hooded sweatshirts, denim and outerwear. Price points will range from $11.99 to $119.99.

"By incorporating the Army's timeless traditions with iconic styling and unparalleled standards for performance, fit and function, consumers can wear the pride they feel for our troops," said a U.S. Army spokesperson.


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