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Charles Tyrwhitt to be menswear partner for British & Irish Lions rugby tour to Australia in 2025

Tom Bottomley
29 May 2024

Charles Tyrwhitt has been announced as the official menswear partner of the British & Irish Lions tour to Australia in 2025, as it strengthens its ties with the world of rugby.

The brand will dress the touring squad in an exclusive collection of bespoke formalwear, and there is also a collection of casualwear for fans to purchase - launching later this year in selected Charles Tyrwhitt stores and on its website.

That will include polo shirts in the home nations’ colours, with the iconic Lions badge, as well as high-performance knitwear, shirts and gilets.

Charles Tyrwhitt already counts rugby legend Matt Dawson and current star Marcus Smith as brand ambassadors, so the latest partnership with the Lions is seen as “an exciting new leg on the brand’s journey”.

Joe Irons, Chief Marketing Officer at Charles Tyrwhitt, said: “Following the success of our partnership with England Rugby and having formed strong relationships with several legendary players and team members, we’re thrilled to announce a new partnership with the world-famous British & Irish Lions.

“As rugby fans ourselves at Charles Tyrwhitt, we’re as much of a supporter as we are a sponsor, so we’re delighted to be part of the next tour to Australia in 2025.

“As a British menswear retailer also selling in Ireland, we’re keen to build on our connections with rugby and we can’t wait to see English, Scottish, Welsh, and Irish fans embracing our Lions collection.”

The Lions partnership announcement comes hot off the heels of Charles Tyrwhitt unveiling its new 4,200 sq ft flagship store at 218 Regent Street in London last month. There are also plans for an additional 10 Charles Tyrwhitt stores to open over the next 18 months.

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