Stance, the socks and apparel brand skaters ride with, has been scooped up by Marquee Brands and is switching to a licensing model.
The brand has been the go-to for anyone living and breathing skate culture, known for its fresh designs, performance fit, and attitude. Now it joins the likes of Volcom, RVCA, Billabong, Quiksilver, Roxy, and DC Shoes in the world of licensed action sports brands.
According to reports, United Legwear & Apparel will run Stance globally except in China. They already know how to handle big street and skate brands like Hurley, Puma socks, and Scotch & Soda. United will handle Stance’s main lines of socks and underwear for men, women, and kids and take over design, product development, retail, ecommerce, and distribution.
Not everyone’s gonna make the move with them though. Some Stance employees will get picked up, but a lot of roles are being cut as part of the switch.
Stance started in 2009 in San Clemente, California with founders Jeff Kearl, John Wilson, Aaron Hennings, Ryan Kingman, and Taylor Shupe. From the jump, it was built for skateboarders and anyone looking to make socks more than just something you throw on your feet.
The brand worked with skaters, musicians, and artists to push style and personality.
Over time it grew into underwear and apparel and became known for fabrics like Butter Blend that are soft and feel good while holding up under everyday grind.
Stance has fifteen stores and a loyal following that sticks with the brand through thick and thin.
Money came in from investors like Mercato Partners and August Capital and helped the brand expand. Leadership changed over time from Jeff Kearl to John Wilson and now David Tichiaz, a former Vans executive, stepped in as CEO in August 2024.
Marquee Brands, backed by Neuberger Berman, runs a bunch of global brands and knows how to handle growth, licensing, and marketing.
Their roster includes names like Martha Stewart, Sur La Table, Emeril Lagasse, BCBG, Ben Sherman, Bruno Magli, Dakine, Body Glove, and Anti Social Social Club.
With Marquee running the brand and United Legwear taking care of the products, Stance is set to hit bigger markets while keeping its skate roots alive.
Skaters and streetheads can expect the same bold socks and apparel that made the brand a street favorite, now reaching more people without losing that original feel.