Derek Rose celebrates centenary with ‘A Hundred Roses’ campaign

Heritage British brand Derek Rose, best known for its luxury pyjamas, loungewear and underwear, has launched a new campaign under the banner of ‘100 Years, A Hundred Roses’ in this the company’s centenary year.

The campaign “turns on the name itself”, with Derek Rose inviting a group of contemporary artists to reimagine it, including shots in a rose garden.

Sacha Rose, CEO and the third generation of the family to lead the brand, said: “For a hundred years, three generations of us have obsessed over the details; the fabric construction and finish, the concealed pocket for your AirPods, how it feels on your body at the end of a long day.

“This campaign is a celebration of exactly that. By working with artists who share the same eye for detail, we're honouring our first century and opening the next.”

The series of campaign images will unfold across the brand’s social channels from this month through the summer, culminating in October 2026.

Last September, Derek Rose, the founder of his eponymous brand, passed away. A highly respected figure in the fashion industry, Rose established the brand in the 1950s – having taken over the family fashion business established by his father Jack Lewis Rose.

The business has been manufacturing its garments in Congleton, Cheshire since the 1970s. During the following decades Derek Rose earned a global reputation for quality and design and was awarded the Queen’s Award for Export on two separate occasions.

In 1966 Derek Rose was elected chair of the British Menswear Guild, an honour that saw him escorting Her Majesty the Queen at the International Menswear Exhibition and representing British fashion at delegations around the world.

As well as supplying retailers worldwide with its high quality garments for men, women and kids, Derek Rose has three London stores, in Knightsbridge, Notting Hill and Marylebone, as well as stores in Dubai and Saudi Arabia.