Prana may be on the chopping block by new owner Liz Claiborne

by Tom Markiewicz on August 13, 2007

The Wall Street Journal writes that Liz Claiborne, the relatively new owner of the climber favorite Prana, is on a list of companies and brands they’re considering for sale or discontinuation.

The 16 brands that Claiborne will try to sell or license out or possibly discontinue are Sigrid Olsen, Prana, Ellen Tracy, Dana Buchman, Mac & Jac, Kensie, Intuitions, C&C California, Enyce, Laundry, Tint, Stamp10, First Issue, Emma James, Tapemeasure and J.H. Collectibles.

I can’t say this doesn’t surprise me – I wasn’t exactly thrilled when I heard the news the were sold the first time. While climbers like myself are intensely loyal to Prana clothing, there was no evidence Prana was going to be a hit in the mainstream a la North Face. I give credit for Prana’s owners on making a nice exit, but I plan on stocking up on some of my favorite Prana shorts just in case…

Let’s hope Prana gets sold to a climber friendly owner.

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