Apparel company Lole Brands has acquired Sanuk, an outdoor lifestyle footwear brand that Deckers Brands previously owned. 

The acquisition expands Lole’s portfolio of ecologically concerned consumer businesses.  According to Lole, this collaboration will herald “a new era for the beloved Southern California-based business”, as Sanuk and Lole are committed to responsibly producing inventive and attractive items.

Sanuk provides comfortable, inventive, and free-spirited apparel. Under new ownership, Sanuk will receive more investment to develop its business, which comprises consumer-centric products and marketing strategies. 

Katie Pruitt has been named Sanuk’s VP and GM. In the coming months, the company will transfer its operations and create a new office in Los Angeles, California. 

“Sanuk is iconic for its disruptive spirit and loyal fanbase, and we’re pleased to welcome the brand to the Lole family,” says Todd Steele, Lole CEO. 

“We look forward to working alongside Katie and leveraging Lole’s resources and partnerships to embark on a new stage of growth for the brand.”

Lole is a Canadian brand that offers adaptable athleisure, activewear, and outerwear collections. The brand currently has more than 1500 retail locations worldwide. 

• Further reading: Stepping out: Hue Apparel expands into footwear category