Babycham revival extends to clothes

Matthew Clark Drinks is considering rolling out a range of Babycham clothing and jewellery based on the brand’s famous fawn logo under Soho streetwear label Shopgirl.

The company plans to capitalise on the current penchant for retro chic which, it claims, has contributed to a 32 per cent sales increase for Babycham since last year.

It is in talks with Shopgirl, which earlier this year designed a range of Playboy clothing, lingerie and jewellery. Playboy is another Seventies brand enjoying a revival.

Shopgirl is designed by former Bodymap designer Stevie Stewart and the owners of the cult Soho boutique Shop, Pippa Brooks and Max Carie. Shop also sells Milk Fed, Silas and Hysteric Glamour clothing.

Shopgirl goods are distributed to independent and department stores across the UK, France and the US, among them London’s Harvey Nichols and Bloomingdale’s in New York.

After its heyday in the Seventies Babycham was overshadowed by the Eighties alcopops craze, but the brand is currently enjoying a revival in trendy city bars and nightclubs.

Seventies theme bar the Langley in Covent Garden has created the Yeah Baby cocktail made from Babycham and cassis and London nightclub Browns hosts a Babycham night every Saturday.

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