Big car marque meets big rock band. Aston Martin Aramco has teamed up with the Rolling Stones for the first of several planned activiations kicking off with an “ultra-exclusive, co-branded merchandise collection.

Fusing “the speed and precision of Formula One with the rebellious spirit of rock and roll”, the limited-edition collection, which includes hoodies, tees and caps, all sport the famous Rolling Stones tongue logo blended with the equally famous Aston Martin wings. 

Ahead of the full collection launching online on Monday (28 April), they’ve co-launched a digital campaign with content featuring the Stones’ song Hot Stuff as its centrepiece.

The collection also builds on the Aston Martin team’s expansion into “wider culture” across music, fashion and sport, and comes after a collaboration with singer/songwriter Tems at F1 75 Live at the O2 Arena earlier this year.

Rob Bloom, chief marketing officer for team Aston Martin Aramco, said: “This collaboration… combines two British icons famed for passion and style. This is just the beginning, with several exciting projects to land in the coming months.”

David Boyne, managing director of Bravado UK, the company behind Rolling Stones merchandising, added: “This capsule collection brings together two British icons, blending fresh takes on classic Rolling Stones imagery with inspiration from the precision and performance of the Aston Martin Aramco Formula One team.”

With grassroots sport a big focus for getting young people into various activities, Manchester-based sportswear brand Sudu has teamed up with related UK charity Sported.

The brand said it’s investing thousands of pounds into grassroots footballing communities, starting with two local Manchester clubs, CUKI [Can U Kick It] FC and Rushford Park FC.

It coincides with Sudu launching its ‘Play’ product range — a 10-piece football-inspired menswear collection designed for training, playing and competing. 

The range also goes out to appeal consumers looking for activewear that blends “style and performance for everyday athletes, both on and off the pitch”.

Vinny Clark, CEO of Sudu parent Levy Merchandising/Levy UK & Ireland, said: “To date, we’ve looked towards championing and investing in communities where we can with everything we do, and we’ll continue to do this as sport – and in this instance football – has the power to transcend and transform communities.

“These communities are the backbone of our societies, and with the launch of our exciting new Play collection, which is all about passion, the journey and playing without limits, we wanted to find a way to give back while celebrating inspiring stories of individuals who have found strength and resilience through football.”

Looking ahead, Sudu said it will continue to invest in community sport, partnering with and working with more teams in the near future, including through an upcoming activation with the Wolves Foundation, the charitable arm of Premier League side, Wolverhampton Wanderers FC, of which Sudu is the club’s official technical kit partner.

With its expansion in menswear described as “huge”, Freemans’ introduction of ‘All Things to all Men’ is rather an apt title for the digital department store’s spring/summer full frontal assault on the category.

This not only includes expanding existing selections (Superdry, North Face, Joe Browns, Helly Hansen, Jack & Jones, Lyle & Scott, Under Armour and Adidas, to name a few), but also bringing in “a raft of sought-after new third-party brands”. 

And it comes with “four key changes… to provide customers with its best-ever menswear offering making it simple to shop for the latest looks from anywhere in the UK”. 

It begins with the online store focusing on “big-name brands”, headed by the recent launch of Italian label Napapijri. This includes the brand’s star Rainforest overhead jacket alongside graphic tees, sweatshirts and shorts.

Then there’s this month’s introduction of Ted Baker, “enhancing the smart casual range” with its signature polos and shirts.
 
Following in July will be Lacoste, featuring its polo shirts, sweats, shirts and tees. This will be swiftly followed by Farah, Casual Friday, Original Penguin and US Polo Association, while Selected Homme and Only & Sons will launch in the autumn.
 
Freemans will also add to its existing brands “to meet increased customer demand” with the Threadbare range more than tripling in size “to provide customers with accessible, fashionable options at competitive price points”, with sales of linen fabrics, summer knits, and shirts “already rising as the weather warms up”. And for “customer-favourite” Jack & Jones, the  label has expanded its “sell-out value-based ‘packs’ promotion”.
 
Meanwhile, Freemans says that with formalwear “moving firmly back into fashion”, it’s also upgrading a number of key ranges including additional styes and colours in the Skopes brand. Harry Brown also launches this month, with its pastel-coloured suits, “perfect for summer weddings, races or parties”.
 
Finally, with the group noting outdoor clothing demand “has risen 21% post-lockdown”, it has also significantly expanded the category “with shoppers now buying year-round rather than seasonally”. This includes Norwegian brand Helly Hansen, Mountain Warehouse and TOG24.
 
And to promote the changes, Freemans has launches a marketing campaign this week under the banner of ‘Style for Every Moment; everyday (casualwear); every event (occasion) and every move (sports)’.
 
Susie Calvert, chief merchandising officer, said: “While traditionally it’s womenswear that tends to draw the most attention, our menswear offering — thanks to the extended ranges, style options and quality — is now stronger than ever.  Our mission is to democratise menswear, bringing premium, well-known labels to everyone in the UK via Freemans.com.”
 
She added: “And this is only the beginning – we are actively looking to expand our menswear portfolio by partnering with even more third-party brands.”