Your Child Can Be Swaddled In Bristol Wear

Sometimes, we wonder if there's any way we could find a gift for one of our friends' children that might assure that he be beaten up on a semi-regular basis. Hmm. Perhaps if one could combine the hip, cutting-edge stylings of ESPN and sweatshop-stitched shoddy garb of J.C. Penny's.

Aw, cool!

This week the network began to sell its first apparel collection. In an exclusive deal with J. C. Penney, boutiques in the chain's boys' departments are dedicated to merchandise bearing the logo of the X Games, the annual extreme sports competition founded by ESPN in 1995. "This is the most significant brand launch we've had in the boys' division," said Steve Lawrence, a general merchandise manager at J. C. Penney. "The whole action sports category is the fastest growing sport in America. If this is where the kids are going, we have to be there."

Like, cowabunga, dude!

ESPN Presents Boys' Wear [New York Times]