T.M. Lewin Provides Suits for Tottenham Hotspur FC
UK-based tailor T.M. Lewin has announced a partnership to provide formal suits to north-London football club Tottenham Hotspur throughout the 2012-13 season. The company, which already provides formalwear to the England cricket team and the Welsh and Irish Football Associations, will fit both players and staff with suits, shirts and ties.
Fashion designers and football teams frequently collaborate. Italian label Dolce & Gabbana began making south-London football club Chelsea's suits in 2010 and also designs suits for the Italian national football team. Italian brand Giorgio Armani has twice designed suits for the England national football team, and British designer Paul Smith began providing suits for the Manchester United team in 2008.
Getting involved with a sports brand on a lifestyle level is a good way for fashion brands to appeal to a wider consumer base. An increasing trend for more formal sports and casualwear (see Stylus report Sportswear Market Trades Up) means that exhibiting formal designs has become increasingly important. Read more about the benefits of brand collaboration in Stylus’ report Brand Collaboration: What’s Your Cultural Value?.