WildBrain CPLG’s corporate and lifestyle division, ASPIRE has secured multi-territory rights for the British heritage brand Lyle & Scott.
Under the deal, ASPIRE will represent Lyle & Scott in the UK and Eire, Europe, MENA, the US, Canada and Australia, with scope to explore additional territories, such as Asia.
The partnership will focus on extending the brand into broader categories including luggage, leather goods, watches, jewellery, fragrance, personal care, gifting, pet accessories, NFTs, gaming, experiential activations and co-branded collaborations.
Founded in 1874, by William Lyle and Walter Scott, Lyle & Scott has grown to become an established menswear brand and, in the mid-1950s, became a favourite brand in golf apparel. Today, it is known for providing fashion-led pieces for a confident modern consumer, including women, men and kids, while remaining true to the brand’s rich history.
“Our partnership with ASPIRE is a huge step forward for our brand, within product licensing but also more generally,” commented Ben Gunn, brand director at Lyle & Scott. “Our customer is passionate, be that about football, golf or the clothes they wear. The ASPIRE team works with some amazing companies in the brand licensing industry and we’re hugely proud to have them as our partner.”
Victoria Whellans, commercial director at ASPIRE, added: “Lyle & Scott is recognised around the world for its timeless styles, quality craftsmanship and the many sub-cultures the brand has inspired during its rich history.
“It’s an exciting addition in the fashion space to our growing ASPIRE roster, and we’re looking forward to collaborating closely with the team as we utilise our experience in working with heritage brands to drive innovation through creative consumer product extensions.”