Marks & Spencer Are Now Partners With McLaren
By Vodafone McLaren Mercedes
August 7 2009
Marks & Spencer is set to bring all the glamour, excitement and high-octane thrill of motor-racing to its stores after signing an exclusive three-year deal with Vodafone McLaren Mercedes to produce a unique collection of grand prix-themed boyswear.
For the first time ever, the Vodafone McLaren Mercedes Formula 1 team has partnered with a leading British retailer to create a dynamic kidswear range intended specifically for the high street. It has been inspired by the cutting-edge design and technology used by the Formula 1 team and the personalised logos and identities of the team’s two drivers, British world champion Lewis Hamilton and Finland’s Heikki Kovalainen.
The range will be available through all 270 domestic stores, a selection of the chain’s international outlets, the Marks & Spencer website at www.marksandspencer.com and via McLaren’s e-Shop at www.mclarenshop.com from 19th September.
Working in such close collaboration with the team has enabled the casualwear range to incorporate an incredible level of detail. Collection prints feature genuine technical designs created by the team’s senior engineers, the tread pattern of a Formula 1 wet-weather tyre has been worked into sweatshirt designs and both drivers’ personalised crash helmet artworks also feature prominently.
In addition, prominent badging, logos and rivet-detailing accurately mimic the textures, stitching and designs of the team’s practical and durable team-kit, which is designed to withstand the stresses and strains of a gruelling 18-race calendar. The whole collection has a depth and credibility that perfectly complements its real-life sporting counterpart.
Designed for children aged from five to 14, key pieces include boys’ wardrobe staples such as logo hoodies, layered T-shirts and casual zip jackets. Prices start from £8 for logo T-shirts, £16 for sweatshirts and £20 for jackets.
The collections will be branded ‘Living The Dream’ in conjunction with an incredible competition that will inspire children to create, refine and achieve their wildest ambitions. The Living Your Dream programme invites kids to imagine and submit their dreams using an exciting interactive website that uses speech, creative writing and illustration to allow children to construct their fantasies before sending them to the Living Your Dream panel, who will select the very best ideas to turn into reality. With a number of dreams being specially selected each year and a number of smaller wishes regularly granted, the website is expected to inspire and motivate children of all ages.
Karl Doyle, Director of M&S Kidswear said, “Vodafone McLaren Mercedes has been completely involved in every stage of the design and development of the entire Living The Dream range. As a result, I think we have created a collection that not only captures the high-tech look and feel of the whole team but also the racing colours and personality of Lewis and Heikki – two sporting icons. Boys will love the bold graphics, bright colours and relaxed styling of these pieces while parents will love the trusted M&S quality.”
Formula 1 World Champion Lewis Hamilton said: “When I saw the completed Living The Dream range for the first time, I was amazed at the incredible detail that has been put into every item. It’s flattering and humbling to have been the inspiration for part of the range – the kids loved the clothes when they got a chance to wear them for the official photographs, and I’ve got a lot of little nephews whom I just know will go crazy for everything when it is launched in the autumn. It’s just a shame this wasn’t around when I was a kid!”
Heikki Kovalainen added: “Everybody knows Marks & Spencer so it’s fantastic to think that a range of clothes featuring the Vodafone McLaren Mercedes team, myself and Lewis will soon be available across the whole country. The range really captures the look and feel of our team as well as the colours and graphics that I designed personally for my crash helmet. Formula 1 motor-racing is the most incredible sport in the world and the Living The Dream collection is so colourful and edgy that it really brings it all to life.”
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I HAVE JUST BOUGHT 2 FOR MY GRANDSONS SIZE 13 YRS AND 14 YRS BUT THEY ARE TOO SMALL. THEY ARE DEVASTATED!
I SUPPOSE I NEED TO BUY MENS SIZE.
LOOKING FORWARD TO YOUR REPLY
GENEVIEVE wALKER (MRS)
I suggest you give them both a firm kick up the @#$%& and tell them to lump it.
Or you could be polite to the nice grandma, even if she does have a slightly exaggerated turn of phrase and overuses her capslock key.
Dont' worry Mrs Walker. He's not usually like this, honest. I don't think so, anyway. Actually, I've never seen him post before...
WDC 1994. WDC 1995. WCC 1995. WDC 2005. WCC 2005. WDC 2006. WCC 2006.
Thank you, Pat.
What boys need most is a day out with dad making a treehouse. A walk on the moor. A kickaround in the park or help to make their latest contraption.
Dressing them up in designer gear is just going to breed another generation of utter t£$%%s.
In my humble opinion.