By Allison Watkinson
TLL Reporter
Poetic Brands has signed an agreement with the ACO to develop licensed apparel for the organization’s Le Mans x Steve McQueen collaboration.
Per the terms of the licensing agreement, Poetic Brands will design, manufacture and distribute a wide range of clothing inspired by film star Steve McQueen and the Le Mans racing brand.
“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,” said ACO director, Stéphane Andriolo. “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.”
The collection will use imagery from the set of McQueen’s classic 1971 Le Mans film, as well as logos created by the owners of the endurance racing competition, Automobile Club de l’Ouest (ACO).
Scheduled to launch across the UK later this year, the licensed collection from Poetic Brands will include a variety of clothing, socks, headwear and pajamas in both adult and children’s sizes.
“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,” said Poetic Brands MD, Elliott Matthews. “It’s ideal for a collection that will be as exciting, colourful and action-packed as the movie that inspires it.”
The full range will be available at multiple retailers throughout the UK beginning in autumn to winter 2025.
The collaboration with Poetic was brokered by Le Mans’ licensing agent IMG, in partnership with Renaissance Licensing, the official representative for the estate of Steve McQueen.
Poetic Brands is a specialty apparel company that focuses on creating high-quality and ethically sourced collections inspired by lifestyle brands.
Founded in 2023, Renaissance Licensing is a brand management agency that works with its clients to open new distribution channels, access new revenue streams and reach additional consumer demographics.