Diddy wants to ’remix’ Enyce range

8 months ago 23rd Oct 21:01

Sean ’Diddy’ Combs wants to reinvent his newly purchased Enyce clothing brand to provide quality garments at a cheaper price.The rap entrepreneur and his business partner Ron Burkle bought the designer street wear company for $20 million (£11.7 million) - just a fraction of the $114 million (£65.9 million) the Liz Claiborne corporation paid for it in 2003.Combs - who also has his own fashion company Sean John - plans to "remix" Enyce's marketing approach to appeal to a whole new generation of consumers. He said; "We're going to retool and make it completely different from our Sean John line, which is still the mothership brand. But with respect to the economic conditions many face, this offers us the opportunity to supply a quality fashion brand at a lower price point."When it comes to diversifying our business portfolio, this acquisition is a perfect fit. Compare it to music where they call me the King of the Remix, we're going to apply that same approach to the band: 'remixing' the sales approach, the brand marketing, and how the product is distributed globally and domestically."