Poetic Brands to design and distribute Le Mans X Steve McQueen apparel

Poetic Brands has received a license to design, manufacture and distribute adults’ and children’s apparel in the UK for 24H Le Mans and Steve McQueen.

The collaboration – called Le Mans X Steve McQueen – was brokered by Le Mans’ licensing agency, IMG, in partnership with Renaissance Licensing, representative for the estate of Steve McQueen.

The range – spanning adults and kidswear, along with nightwear, socks and headwear – will be available across the UK from autumn/winter 2025. The collection will use imagery from the set of the Le Mans film, and logos created by the Automobile Club de l’Ouest (ACO), owners of the race, Le Mans.

“The classic film Le Mans brought together an iconic race and an iconic film star with some of the most memorable motor racing images ever committed to film,” said Elliott Matthews, Managing Director of Poetic Brands.

“It’s ideal for a collection that will be as exciting, colourful and action-packed as the movie that inspires it.”

Stéphane Andriolo, Customer and Events Director, added: “For over 50 years Le Mans has been a benchmark for motor-racing-inspired film making – and Steve McQueen’s enthusiasm for the speed, skill and excitement of motor sport are still shared by millions of fans old and new. In this golden era of endurance racing, we’re delighted to be associated with such prestigious partners. This is going to be a collection like no other. We’re thrilled to be working with Poetic to bring it to retail.”