Fragrance house

Bongo

Established in California in 1982, Bongo began as a lifestyle brand focused on junior casual apparel and denim. Its identity has remained tied to California casual style, with denim at its core and a youthful junior-market focus. Iconix purchased the Bongo trademark in 1998, after which the brand expanded beyond jeanswear into additional apparel and accessory categories. By 2005, Iconix had shifted Bongo toward a licensing model, with third-party licensees handling product-line operations. In 2010, Bongo launched exclusively at Sears and Kmart for the fall season through an advertising campaign featuring Audrina Patridge. On August 4, 2021, Iconix Brand Group became a wholly owned subsidiary of Iconix Acquisition LLC, an affiliate of Lancer Capital; Bongo was among Iconix’s owned brands at the time.