A new Betty & Veronica clothing line was premiered at a celebrity-studded party hosted by Carmen Electra at trendy LA boutique Kitson last month. T-shirts are $28 to $78, with cashmere a little pricier, at $345 for the sweater and $395 for the hoodie. According to Entertainment Weekly, the line will soon be expanded with bags and makeup, and will begin distribution to department stores this fall.
The venerable Archie characters are making something of a comeback (for example, see 'Betty & Veronica Make the New York Times'), and there's a live action movie in development (see 'Miramax Options Live Action Betty & Veronica'). Making a statement at the high end of apparel licensing is a good strategy to give the property some sheen in the run-up to the movie.