Poetic Brands is to create adult and children’s apparel for the UK market, celebrating the coming together of two of the most famous names in motor racing, 24H Le Mans and Steve McQueen.
The collaboration is called Le Mans X Steve McQueen and was brokered by Le Mans’ exclusive licensing agency, IMG, in partnership with Renaissance Licensing, representative for the estate of Steve McQueen.
Poetic is now planning a wide range of adults and kidswear, along with nightwear, socks and headwear. The range will be available at multiple retailers across the UK from autumn/winter 2025.
The collection will use imagery from the set of the film, and logos created by the Automobile Club de l’Ouest (ACO), owners of the race, Le Mans. The 1971 film was a passion project for Steve McQueen and a classic of the genre, still cited more than 50 years after its release as one of the best motor racing films ever.
“The classic film Le Mans brought together an iconic race and an iconic film star with some of the most memorable motor racing images ever committed to film,” commented Elliott Matthews, md at Poetic Brands. “It’s ideal for a collection that will be as exciting, colourful and action-packed as the movie that inspires it.”
Stéphane Andriolo, customer and events director, added: “For over 50 years Le Mans has been a benchmark for motor-racing-inspired film making – and Steve McQueen’s enthusiasm for the speed, skill and excitement of motor sport are still shared by millions of fans old and new. In this golden era of endurance racing, we’re delighted to be associated with such prestigious partners. This is going to be a collection like no other. We’re thrilled to be working with Poetic to bring it to retail.”
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