homeboy
Homeboy, formally Homeboy Loud Couture, is an established German streetwear brand. In 2018 its European licence for footwear passed to the German company Bernd Hummel.
| Full name | Homeboy Loud Couture |
|---|---|
| Origin | Germany |
| Category | Streetwear |
| Footwear licensee | Bernd Hummel (Europe) |
| Website | homeboy.de |
What is Homeboy?
Homeboy, with the full name Homeboy Loud Couture, is a German streetwear brand. Trade press has described it as an iconic name in German streetwear.
Products and positioning
Homeboy's main field is streetwear. Its footwear line was previously handled in-house, which means the brand has long extended beyond clothing into shoes.
Licensing
Bernd Hummel, a German-based licensee, took over the European licence for Homeboy footwear. Its first Homeboy line was scheduled for the spring and summer 2019 season. The move reflects a licensing model in which a specialist partner designs, produces and sells a product category under an established brand name.
Why it matters
Homeboy is an example of a German streetwear label that uses licensing to widen its product range. For retailers, licence arrangements such as the one with Bernd Hummel change who supplies a brand's footwear in Europe, while the brand name and identity remain with the original label.
Frequently asked questions
Where is Homeboy from?
Homeboy is a German streetwear brand, formally called Homeboy Loud Couture.
What does Homeboy sell?
Homeboy sells streetwear, and its footwear line has been produced under a European licence by Bernd Hummel.