April 6, 2018
Using material from the A-Z guides, as well as the brand’s iconic logo, Fashion U.K. is planning a range that will include daywear, nightwear, underwear and accessories such as caps, belts, beanies, scarfs and gloves for children and adults.
The range will launch at retail in the fourth quarter.
“The A-Z guides and their logo have been widely known and loved in the U.K. for nearly 100 years and are now the inspiration for an exciting design brand,” says Gurdev Mattu, managing director, Fashion U.K. “We are thrilled to be bringing this iconic name to a stylish range of daywear, nightwear and accessories for the very first time.”
The partnership with Fashion U.K. follows another recent deal with Smiffy’s for a dress-up range that will launch in June. The brand already has a full roster of licensing partners that also includesposters and wall prints from Pyramid and apparel, accessories, ceramics, glassware and homewares for the tourist market from Blues Apparel, as well as a musical about artist and writer Phyllis Pearsall who helmed the Geographers' A-Z Map Company.
“We are delighted that one of Britain’s most recognizable design names has inspired a wide range of clothing from a major player in licensed apparel and accessories,” says Rob Wijeratna, joint managing director, Rocket Licensing. “And we’re also delighted too that the achievement of the A-Z’s creator is being celebrated on stage. Nearly 90 years after it first appeared, the A-Z is today not just a great guide but a major brand, a fashion icon and a star of the stage.”
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