By Allison Watkinson
Poetic Brands has received a pan-European license for apparel celebrating Muhammad Ali, Elvis Presley and Marilyn Monroe.
Poetic is a specialist apparel licensee for adults, kids and baby wear, and won the license from Authentic Brands Group, a licensing giant that owns the IP for the three 20th century icons. ABG owns more than 50 major brands in the categories of lifestyle, entertainment and media, including many celebrity brands. Those brands currently generate more than $29 billion in revenue annually.
The deal with Poetic will see three new collections designed, manufactured and distributed by Poetic Brands. They will include sweatshirts, long and short-sleeve t-shirts, hoodies, sweatpants, leggings, jackets, jumpers and dresses, targeting a wide range of ages, from tween to young adult. The collection will be available at retailers across Europe starting in the fall of 2024.
Poetic says this is a major agreement for the company, bringing together three world-renowned iconic brands from Authentic, while building on Poetic’s ethically sourced lifestyle collections for the European consumer.
“The opportunity to bring three of the 20th century’s greatest and most enduring cultural icons to this extensive range of leisure apparel in partnership with a leader in global brand development doesn’t come often,” said Elliott Matthews, Managing Director of Poetic Brands. “We’re absolutely thrilled to be working on these ranges with an acknowledged leader in its field.”
In fact, the three celebrities were each at the very top of their fields when they were at the peak of their careers. Elvis was not only the top rock musician in the world, but was also considered an early and critically important pioneer in the genre. Monroe was the most popular female in the world during much of her film career, and remains a style icon to designers globally even today. And Ali was not only the top boxer of his day, but is widely considered the greatest heavyweight boxer of all time.