TM Lewin has been announced as official formal wear partner to The British & Irish Lions for the 2021 Castle Lager Lions Series which kicks off in South Africa on 3 July.
The British menswear brand has today unveiled a contemporary wardrobe of formal and casual apparel and accessories for the players, ahead of the official squad announcement on 6 May.
The bespoke primary collection introduces a custom, deep blue Prince of Wales check for the Tour blazer – an iconic fabric first used in British menswear in the Victorian era – when both the Lions and TM Lewin were founded.
The smart casualwear look consists of an embroidered padded gilet, stone stretch comfort chinos and a signature TM Lewin button-down Oxford shirt.
The carefully tailored collection, which also includes socks, belts and ties, has been crafted to deliver both comfort and fit, with a view to empowering the players as they prepare themselves ahead of each Test match.
TM Lewin will launch the partnership with their #LikeAChampion campaign in May 2021, offering customers the chance to win tickets to attend the pre-Tour Test in Edinburgh, at BT Murrayfield Stadium, when the Lions take on Japan on 26 June 2021.
Further prizes will include replica Lions playing shirts signed by the squad, alongside other exclusive money-can’t-buy merchandise and experiences.
Commenting on the announcement, Director of TM Lewin and Torque Brands James Cox said: “We’re delighted to team up with the Lions, uniting two famous brands in partnership.
“TM Lewin has always been at the forefront of innovation in British tailoring, providing our clients with perfectly fitting shirting and tailoring, dating back to when we invented the button-down shirt in 1898.
“Confidence is key when it comes to performing at your best – no matter what you do for a living.
“Whether you are going into the office or prepping for a big game, how you look and feel can undoubtedly impact your performance, helping you perform like a champion.
“We want everyone to feel at their very best and have the wardrobe that empowers them to take on the world.
“We are incredibly proud of our partnership with The British & Irish Lions on this monumental Tour and we’re honoured to support the players as they get ready to present themselves on an international stage.”
Ben Calveley, managing director for The British and Irish Lions added: “We are delighted to be partnering with TM Lewin, a brand which is as engrained in the history of tailoring as the Lions are in rugby.
“I have no doubt they will produce a formal wear range of the highest quality which the squad will enjoy wearing and feel comfortable in.
“Representing the Lions means being the best of the best, and in T.M. Lewin we are working with the very best.”