Charles Tyrwhitt unveils campaign starring 'rugby greats' ahead of Lions’ tour

Charles Tyrwhitt has unveiled a new campaign starring former rugby players Matt Dawson, Sam Warburton, Jamie Heaslip and Gregor Townsend, ahead of the British & Irish Lions 2025 tour of Australia.

Charles Tyrwhitt is the official menswear partner of the Lions, which the four former players all represented at different stages in their careers. So, it’s fitting that they are now brand ambassadors fronting the campaign - sporting an exclusive new collection ahead of the tour, which kicks off this month and runs until early August.

The range features polo shirts with the iconic Lions badge, high performance zip neck knitwear, gilets showcasing a bold heraldic lion motif, and soft jersey shirts.

There’s also a line of accessories including ties, pocket squares and boxer shorts, all now available on Charles Tyrwhitt’s website and in selected stores.

Joe Irons, Chief Sales & Marketing Officer at Charles Tyrwhitt, said: "It’s been incredible to be part of the Lions journey - from the squad announcement last month to now launching our latest campaign.

"Having four legendary Lions ambassadors, whose tours span so much of Lions history, together in one room has been iconic. Beyond that, we’re very proud to be bringing the Lions even closer to our customers through a number of events and unforgettable experiences."

Those events include a live podcast in London with other former Lions players as well as the Charles Tyrwhitt ambassadors on 24 June, following the Lions pre-tour test match in Dublin against Argentina (20 June) which comes just before they head off to Australia.

The podcast will be in partnership with rugby's mental health charity, LooseHeadz and The Good, The Bad & The Rugby. It will be an opportunity to hear untold tour stories, relive iconic moments and "engage with the legends in an intimate setting", complete with complimentary food and drinks.

All proceeds from the event will go to LooseHeadz. Limited tickets will be made available soon via Charles Tyrwhitt’s Instagram account.

Charles Tyrwhitt will also welcome fans to ‘An Evening with Lions Legends’ at its Jermyn Street store on 11 June, featuring a Q&A session with Lions legends Matt Dawson, Will Greenwood and Austin Healey. Limited tickets will be available via Eventbrite.

As the countdown to Australia 2025 continues, the British & Irish Lions partnership allows Charles Tyrwhitt access into the current 2025 touring squad camp, where it will be able to provide behind the curtain access into the camp and the players.