Twentieth Century Fox Consumer Products EMEA has signed a pan European deal with new partner Groovy Asia to develop an apparel and gift line based on the TV drama “Sons of Anarchy.”
Targeted to men ages 16-34, the Sons of Anarchy range will feature the logos and emblems that appear heavily in the biker series, including the clubhouse insignia and mottos “Fear the Reaper” and “Men of Mayhem.”
Products from Groovy’s licensing range include fashion t-shirts, vests and caps, plus accessories such as mugs, wallets, belts and key chains.
The first wave of the collection will launch at U.K. retail this summer, with a second wave in September. Germany, Austria and Holland will launch this fall.
“Our team absolutely loves ‘Sons of Anarchy.’ We have been watching the show’s development over the years and we are thrilled that we have acquired the license to develop a product range that will have a definite European look and feel,” says Martin Butler, managing director, Groovy Asia. “The U.K. high street is now the most powerful fast fashion marketplace in Europe due to its progressive design and huge volume. The biker look is on-trend for men this spring/summer and we intend to capitalize on it by working with some of the best screen printers in the business to create cool merchandise.”