It’s been 20 years since a slightly maniacal-looking bunny logo made its debut.

It started out on ties, made its way onto polo shirts, and today the image of that buck-toothed rabbit with pink ears positioned over a set of crossbones has become recognizable throughout North America and beyond.

The Psycho Bunny brand started in 2005 when apparel industry figures Robert Godley and Robert Goldman teamed up to launch a neckwear brand featuring that distinct logo. It quickly gained fans and expanded into a variety of menswear categories, from golfwear to outerwear and tailored clothing.

But the brand experienced some operational struggles around 2013 and Alen Brandman, chief executive officer of Thread Collective, a successful Montreal-based business and Psycho Bunny’s outerwear licensee, rode in on his white horse to save the business.

Three years later, Brandman purchased 100 percent of the operating rights and 50 percent of the intellectual property rights for the brand and became the third equity partner alongside Godley and Goldman. In 2021, he acquired full ownership when Godley and Goldman exited the business, and the next year, Brandman brought private investment firm BBRC in as a minority partner.

Now on firm financial footing, Psycho Bunny operates more than 100 stores in North America and about the same number overseas, and has a solid wholesale business. It has become a true lifestyle brand, offering a range of sportswear and accessories for men and kids as well as a small range of womenswear.

“It’s a great growth story,” said Anna Martini, president and CEO, who joined the company in January 2023.

And the future is bright, she believes, as Psycho Bunny continues to add categories and retail locations. Today, direct-to-consumer accounts for 75 percent of the business with wholesale the remainder. Beyond the polo shirt, other popular items include pants, shorts and swimwear.

Kidswear, which represents just over 10 percent of sales, is viewed as a growth opportunity, along with accessories, Martini said. The company is also expanding its women’s assortment, launching polo dresses, tennis skirts and other pieces last month. “We will continue building on that,” she said.

While there’s nothing dramatically different about Psycho Bunny’s collection, Martini believes its success stems from not only its distinct logo but also its propensity to lean into vibrant colors and bold patterns. “It’s energetic and different and helps us stand out,” she said. But for those not partial to loud apparel, the company offers “quieter” options such as solids with the bunny logo in the same shade.

“Our quality is indisputable whether it’s quieter or louder,” she said, adding that the brand offers a “great shopping experience that makes you feel good.”

Outside the U.S. and Canada, Psycho Bunny operates stores in Europe, Asia, Latin America and other regions. It recently opened stores in the Middle East and will be expanding its presence in Europe as well. In North America, the plan is to expand the company’s retail footprint to around 112 to 115 stores this year with a goal to eventually reach 150, Martini said.

Recently, the brand has been embracing the sports world. It is the official apparel sponsor of the National Bank Open and Tennis Canada and it sponsors tennis players Alexei Popyrin and Arthur Rinderknech. Last week it built on this strategy by signing a multiyear partnership with former tennis star Andy Roddick, who will work with the company to elevate its positioning within the sport.

“Tennis is an interesting playground for us,” Martini said. “The players are dynamic and full of energy so dressing them allows us to come to life in a way that’s a little bit edgier than the other guys on the court.”

Beyond tennis, Psycho Bunny also offers performance golfwear and recently signed a deal to be the official apparel partner of the Hard Rock Stadium in Miami, which hosts the Formula 1 Grand Prix, football, concerts and other events. During the most recent Grand Prix, the company did a “big activation on site,” Martini said, that was successful. “Guys just love F1 so it’s a great space for us.”