After a disasterous 2008 left his company buried beneath a mountain of debt, Marc Ecko’s been forced to sell a controlling interest in his Ecko clothing company to a familiar player in the game … Iconix.

Iconix, who purchased Rocawear in 2007 and a 50% stake in Ed Hardy earlier this year, will reportedly hold a stake in Ecko’s entire portfolio of brands when the deal go through (Ecko Unlimited, Cut & Sew, Avirex, Zoo York and several others.)

One has to wonder what the company will look like once the deal goes through. Unlike the Rocawear and Ed Hardy deals, Ecko is being sold out of neccessity, not a desire to expand the business and brand. Because Iconix is stepping in to save Ecko from a potential bankruptcy it remains to be seen if Ecko will be able to negotiate a position within the newly structured company.

Shop for Ecko clothing here.