Uncle Sam, the German fashion brand, is to launch concessions in UK department stores and sports clubs.
The brand, which uses the strapline ‘Fashion with passion’, is already available through a 242-page mail order catalogue distributed by Riverside Catalogue Company.
The catalogue company is seeking high street department stores and health and sports clubs as retail partners. An e-commerce service is also being developed.
About &£300,000 is being spent on a launch campaign for the brand. Press ads and inserts are being booked in national magazines such as FHM and Men’s Health. Creative work is being handled by Manchester-based agency Fi System Brand New Media, with media through All Response Media.
Uncle Sam launched in Germany ten years ago and the brand has since been rolled out in ten European countries.
The range, originally aimed at fitness fanatics and bodybuilders, includes 13 categories, such as clubwear, streetwear and activewear.
Geoff Cotton, managing director of the Riverside Catalogue Company, says: “Uncle Sam is for people who are very confident about themselves. It’s more about attitude than age.”