Iconic Jessie Steele Unveils Reinvigorated Brand Identity With Fresh Aprons and Expanded Lifestyle Collections

BERKELEY, Calif., Aug. 10, 2016 /PRNewswire/ -- Pioneering lifestyle and home brand JESSIE STEELE has announced an expanded product line and fresh, new collections of their iconic aprons, kitchen accents, totes, and other signature accessories. This brand reinvigoration ----comes on the heels of efforts to curb widespread counterfeiting of the brand both in the United States and overseas.

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"As our brand became more internationally recognizable, so did the grey market for our products," explains Jessie Steele founder and CEO Helena Steele. "We became an international brand at the start of a tectonic shift in world commerce. Lower quality imitations began flooding the marketplace, especially online, which hurt our loyal boutique vendors and eroded sales, diluting our brand. Protecting our reputation for high quality home goods and accessories, by protecting our brand assets and trademarks on a global scale has been an ongoing learning experience."

While Steele has recently partnered with -Cyber Investigations Services ----to help eliminate current counterfeit product listings online, she took more creative measures to breathe --- life into the iconic brand Jessie Steele, with inspired new collections of both classic products and new expansions that, to Steele, are a natural evolution of the brand. The collections feature a fun, whimsical take on iconic time-honored designs from the 20th century, envisioned through Steele's modern eye. The new patterns and styles highlight the brand's unique blend of elegant modernity and festive celebration of the joys of family, home, and entertaining.

In addition to the brand's signature aprons, home and kitchen products, Steele is pleased to announce the re-launching of the brand's pajama line later this year, with modern pant and shorts sets that feature classic polka dots and European-style floral patterns for a soft, feminine touch to modern cuts. Also joining the JESSIE STEELE lineup for the first time in the United States will be the brand's umbrellas, which have been wildly popular across elite, boutique retailers in Japan, and which will be available in limited editions in the United States.

"Despite our growth over the past decade, we are determined to keep the brand personal," adds Steele, ---who is still directly involved in all aspects of design and development. "We will always be dedicated to creating new fresh stories, woven from the threads of a past -----lovingly re-imagined, in prints and styles that evoke another era.  Jessie Steele will always Bring Happy Home."

Speaking to continued brand expansion, Steele notes that fans can expect to see a resort collection of tunics, totes, flip flops and other resort items, with the classic JESSIE STEELE flair and personal attention to detail. For more information or to shop the latest collections, visit http://jessiesteele.com.

ABOUT JESSIE STEELE

Launched in 2003 -------lifestyle brand JESSIE STEELE has at its heart the brand's iconic aprons, which caused a global revival of a classic home accessory that is the very symbol of domesticity. Over a decade later, the brand has steadily expanded to include the gamut of fashion related home and kitchen products, and providing licensing to other home goods, gift-ware, and apparel, as well as custom collaborations with major retailers. The entire Jessie Steele collection is available online at their website, as well as in---- ----- specialty boutiques in more than thirty countries. For more information or to shop JESSIE STEELE'S latest collections, visit http://jessiesteele.com

Press Inquiries 

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Related Files

Jessie Steele Editorial_BrandBook_JS2016.pdf

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SOURCE Jessie Steele

Related Links

http://jessiesteele.com