T.M. Lewin, the British menswear brand, established in 1898, has today been announced as Official Formal Wear Partner to The British & Irish Lions for the 2021 Castle Lager Lions Series.
The heritage shirting and tailoring label will outfit all Lions squad players from head to toe, including apparel and accessories, for all formal functions of the tournament, in a bespoke design specially crafted for the upcoming Tour.
Valuing craftsmanship, fit and fabric innovation, T.M. Lewin has unveiled its contemporary wardrobe of formal and casual ensembles for the players ahead of the official squad announcement on 6th May 2021.
For the first time, the 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 the British outfitter were founded. The smart casualwear look consists of an embroidered padded gilet, stone stretch comfort chinos and a signature T.M. Lewin button-down Oxford shirt.
This collection will see the team fully equipped with shirts and socks, blazers and belts, as well as trousers and ties - and has been carefully tailored to deliver both comfort and fit and empower the players to feel like a champion as they prepare themselves ahead of each Test match.
T.M. 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 Saturday 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 T.M. Lewin and Torque Brands James Cox said:
“We’re delighted to team up with the Lions, uniting two famous brands in partnership.
“T.M. 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 T.M. 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.”
Founded in 1898, T.M. Lewin quickly became synonymous with carefully curated, fine quality shirting. Today, they have sold over 70 million shirts worldwide. Whilst fashions change, T.M Lewin has kept its reputation in menswear as a British heritage brand which fosters modern design and fine quality with great value in mind.
The T.M Lewin portfolio operates globally and has grown to include men’s suits, casual and outerwear, ensuring that men the world over stay on top of their game.