BATON ROUGE, LA. - (BUSINESS WIRE) - Haspel, the soon-to-be 100 year-old menswear brand famous for seersucker suits and preppy American style, has announced today that it has formed a partnership with apparel and marketing industry veterans James Ameen and Graj + Gustavsen (G+G).

The goal of the partnership (to be known as "Haspel Worldwide") is to leverage the Haspel name and legacy to build a powerful lifestyle brand.

Beginning in July, 2008, Haspel Worldwide will begin previewing Haspel with select retailers and manufacturers across multiple product categories including men's, women's, children's, home and accessories.

The new partnership will be managed by James Ameen, who is responsible for operations and business development efforts. N.Y. based Graj + Gustavsen will handle the strategic and creative image and positioning of the brand, and all related branding and marketing. The Lipsey/Haspel family, third generation owners of the brand, will remain deeply involved in all aspects of the business including public relations, licensing and promotions of the men's and boys lines of tailored clothing.

Long time licensee Neema Clothing Ltd. continues as the licensee for Haspel men's and boys clothing.

"We are thrilled with our new association with G+G, and our ongoing relationship with Jim Ameen," says Laurie Haspel Aronson of Haspel. "Their collective experience with reinventing classic brands and producing great product makes them ideal partners in this initiative. It's all in perfect timing with Haspel's 100th Anniversary."