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“A sporting event with such heritage offers a wealth of creative assets to design a striking and hugely wearable collection,” said Poetic Brands’ Anne Bradford.
Poetic Brands has signed a deal to launch a line of Tour de France apparel, spanning t-shirts, hoodies, nightwear, underwear and beachwear.
Designs for the new range use the contrasting yellow and black logo, along with silhouettes of cyclists, motivational slogans such as ‘Allez!’ and key milestones from the world-famous race.
“It’s a real honour to be working with Tour de France for a clothing range and we’re over the moon with the initial designs,” said Anne Bradford, Director at Poetic Brands.
“A sporting event with such heritage offers a wealth of creative assets to design a striking and hugely wearable collection and we’re really looking forward to presenting these to retail.”
Simon Gresswell, owner of SGLP – who brokered the deal – added: “In a landmark year for the Tour, with the first official Tour de France Femmes also being staged shortly after the annual men’s event this year, now is the best time to extend the Tour de France opportunity into core, relevant categories.
“It’s a pleasure to have brought Poetic Brands and the ASO together, as they share complementary creative and commercial ambition for the brand. With EVANS already appointed as an Official Retail partner in the UK and the reach and power of Fanatics on the e-commerce side, the right foundations are in place to build both an event and year-round licensing programme for this pinnacle brand in the world of cycling.”
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