Hoping to tap into the burgeoning consumer market of the postwar era, Siegel launched the company’s first brand, H.I.S (a play on his father’s initials [Henry I. Siegel]), in 1956. The company’s line of branded casual wear targeted teen and college-aged baby boomers with denim jackets, corduroy pants, shorts, sportcoats, and suits. By the mid-1960s, Siegel ranked among the nation’s top manufacturers of sportswear for young men. Sales multiplied from $18.5 million in 1956 to $42.1 million in 1964, with the H.I.S brand contributing three-fourths of revenues by the latter year. Though the creation of a national brand allowed the company to command higher profit margins than it had generated with private-label goods, Siegel continued to concentrate on making clothes for middle-market customers. See http://www.fundinguniverse.com/company-histories/chic-by-h-i-s-inc-history/
CAMARA DIA HOLLOWAY 