Stance has been acquired by Marquee Brands, the owner of Dakine, Body Glove, and several other brands, and will be moving to a licensing business model, according to a story in WWD, SESO reporting, and Marquee Brands.
United Legwear & Apparel, which has the license for Hurley men’s apparel, Puma socks, Scotch & Soda, and many other brands, is the new global Stance licensee in every country except China. United Legwear will oversee Stance’s core product segments of socks and underwear across men’s, women’s and children’s. The company will also lead product design, development, retail and ecommerce operations and distribution, according to Marquee.
The Stance sale means another important surf and action sports brand is licensed, with the sock brand joining Volcom, RVCA, Billabong, Quiksilver, Roxy, DC Shoes, and others in the licensing arena.
A Stance wall at Proof Lab in Marin, Calif. SESO file photo.
The sale also means many Stance employees will lose their jobs, though United Legwear is expected to hire some key employees.
Stance, headquartered in San Clemente, Calif., was founded in 2009 by Jeff Kearl, John Wilson, Aaron Hennings, Ryan Kingman and Taylor Shupe. The brand, which quickly became an important player in the specialty channel and beyond, aimed to transform socks from a mundane necessity into a fashion statement, emphasizing individuality and self-expression. They formed alliances with a wide range of athletes, musicians and artists.
The company has expanded beyond socks into underwear and apparel and is known for its innovative fabrics like Butter Blend for softness. The brand operates 15 Stance stores.
Stance has raised many millions of dollars in multiple funding rounds over the years, with notable investors including Mercato Partners, August Capital and others. Jeff Kearl served as CEO until 2020, followed by John Wilson. Former Vans executive David Tichiaz was named CEO in August 2024.
New Stance owner Marquee Brands is owned by Neuberger Berman, a private investment management firm. The company operates as a global brand accelerator, licensor, marketer and media company. Its brand portfolio includes Martha Stewart, Sur La Table, Emeril Lagasse, BCBG, Ben Sherman, Bruno Magli, Dakine, Body Glove, Anti Social Social Club and others.
