Evergreen Concepts representing Pretty Tough

Beverly Hills, Calif.— Girls lifestyle brand Pretty Tough, designed for athletes, has signed Evergreen Concepts as its worldwide licensing agency. The brand has gained a following in Southern California through grass-roots marketing efforts, and will be expanding this year to work with national sporting goods organizations.

Pretty Tough aims to inspire girls to be both strong and beautiful, and the brand includes a Web site, www.prettytoughsports.com, that includes content that reflects girls' active lifestyles.

"Everyone we expose this brand to says this is a home run, (no pun intended)," said Melissa Segal, principal at Evergreen Concepts. "There is a total void in the marketplace in this area. The surf world has brands like Roxy and clearly Nike dominates on the performance front, but there is no lifestyle brand that caters to this huge segment of the market."

Plans are under way for a fiction book series, in development with Razor Bill, the young adult division of Penguin Putnam. Evergreen Concepts will be working to extend the lifestyle brand nationally through apparel, accessories, personal care, stationery, room décor and sporting goods.

NTD Apparel will be developing a line of active lifestyle clothing set to hit specialty and sporting goods channels next spring, and Worldwide Dreams has been signed to develop bags, tournament totes, duffle bags and back-to-school stationery products.

Evergreen Concepts is seeking licensees in various categories, including sleepwear, swimwear, outerwear and décor as well as sporting goods.