In a sign of how much the company is getting away with, Honda’s apparel is being cheaper than its previous line of clothing.
Honda has introduced a new line that sells for just $20 at retail.
The clothing is designed to appeal to the younger market, and includes sportswear, casual wear and women’s underwear, said Michael M. Jeltsen, chief operating officer of Honda’s North American division.
It’s a smaller size than the company’s previous clothing line, which was $100.
It’s also much more affordable, he said.
The clothing is available online and in stores, including Honda dealers in California, Massachusetts, Nevada and Arizona.
“We want to be the brand for those people who love to wear clothes and who like to dress up, but also want a lot of casual wear,” Mr. Jelsen said.
In the past, Honda has had some high-priced items in its clothing line.
For example, the company launched a line of $400 high-end sneakers in 2012.
But these are still available at $35, and they’re not as pricey as other products on the line, Mr. M.
Jeltsensen said, adding that the new line is a reflection of the company expanding into more of its consumer base.
Honda’s new lines of apparel are meant to appeal specifically to the millennial market.
At $20, they’re about the same price as some other models of clothing, Mr Jelstsen said of the new apparel.
Hendrix, the American brand that owns Honda, will also be selling some new clothing to be sold at its stores, Mr M.jeltseng said.
Hondorians can also shop for more affordable Honda products at dealerships, including at $40.
But, for now, the new lines are only available in stores.