Eric McCrite Company Strikes Multi-Year Licensing Deal For Pastry Brand

Eric McCrite Company and Vida Shoes International Inc. announced a new licensing agreement for the Pastry brand of dance footwear, clothing, and accessories.

As part of the agreement, EMC will design, produce and distribute footwear, socks, apparel and various other activewear-related accessories for the brand starting June 2020. Eric McCrite Company plans to distribute the new range globally through activewear stores, better fashion retailers, sporting goods stores, and team dealers. EMC will also take over the operation of Pastry’s e-commerce platform.

Victor H. Dabah, founder of Vida Shoes International, said, “The Pastry is a brand synonymous with the fashion dance, cheer and activewear industry. This global partnership is the next stage in Pastry’s 15-plus year history. EMC shares our mission and goals to design great products that customers will love. We are confident they will be a great partner for Vida Shoes International and our Pastry brand.”

Eric McCrite, EMC’s chief executive officer, believes “this licensing agreement offers an opportunity to connect with customers across multiple distribution channels with a variety of product categories.” He added that “Pastry’s global appeal in the authentic dance and activewear space offers an attractive opportunity to scale the business through the development of new casual fashion categories. With its innovative, activewear-inspired designs and independent spirit, Pastry has captured the hearts and minds of professional dancers as well as amateurs from grade school age to adults worldwide. The brand is a perfect addition to our portfolio of leading sports and activewear labels. As a brand that was founded by Vanessa and Angela Simmons, the daughters of Hip Hop royalty (Reverend Run of RUN DMC fame), the appeal reaches far beyond dance studios and professional sports arenas. With Vanessa Simmons stepping back into the picture as Creative Director, we see significant opportunities for growth and look forward to leveraging our expertise to maximize its potential.”

Photo courtesy Pastry