The irreverent youth lifestyle brand 'EXTREME' – has inked a licensing deal with Roy Lowe & Sons, owners of Mansfield's famous 'Sock Mine'. The deal marks Extreme's ongoing progress in its mission to deliver a range of distinctive and edgy lifestyle products, services and experiences.
Extreme has signed a long term licensing deal with Roy Lowe & Sons to create an Extreme range of socks and warm accessories for the UK and European markets. A capsule range of hats, gloves and scarves will launch in the UK and ROI in time for winter 2013 while a range of fashion inspired socks, created to meet extreme sports functional needs, will follow in Spring 2014 covering skate, BMX and other extreme sports. The European launch of the range will follow in 2014.
The new Extreme range is being designed in Great Britain and the socks will also be produced in Roy Lowe's very own Sock Mine in Mansfield, UK. Roy Lowe & Sons will be presenting the Extreme range at events including the Ski & Snowboard Show (North) 25-27th October, Event City, Manchester; Ski & Snowboard Show (South) 30th Oct – 3rd November, Earls Court London and Freeze Festival 27th Nov – 1st December, Clapham Common, London. Roy Lowe & Sons is a British manufacturer and has supplied knitted product to the UK's major retailers since 1996.
Al Gosling, Extreme CEO, says: "We've always admired the guys at Lowes and their awesome endeavours from their outfits at The Licensing Show in Vegas to The Light Fund charity events and we're pleased to be partnering with them to create a great range of socks, hats, gloves and scarves that our fans can enjoy whilst living the Extreme lifestyle, whether on the slopes or in the urban jungle!"
Martin Lowe, Director, Roy Lowe & Sons adds: "We're excited about this! We may even wear them when we embark upon our next exploit for The Light Fund! I'm sure that you're going to enjoy wearing them as much as we love making each sock in our sock mine! "
The launches will be supported by Extreme's ongoing brand marketing activity at key events and festivals, featuring the company's talented 63-strong collective of Extreme Athletes who represent key areas of the extreme sports lifestyle across BMX, music, art, skate and snowboarding.
Extreme is building the brand, engaging with the fans and working with licensees to deliver a distinctive licensing programme that builds on the brand's heritage and fits with the aspirational extreme sports lifestyle - encompassing art, music and fashion. Extreme's licensing categories include hotels, fashion, electronics, destinations, personal care, publishing, drinks and experiences. The company has already launched a range of drinks – Extreme Sport and Extreme Energy - under license to Vimto Soft Drinks in the UK as well as collaborations with top youth fashion brands Lucky Seven Custom Caps and ESDS (apparel).
'EXTREME' is an established and influential youth media brand with a unique heritage that began when Al Gosling launched the Extreme Sports Channel in 1999. It remains the world's leading 24/7 TV channel dedicated to extreme sports and the associated lifestyle. Today the channel reaches millions of fans each month in over 60 countries worldwide and its associated website Extreme.com is a leading provider of action sports videos, receiving 1.8 million views per month, alongside the success of the 'Extreme' social media offerings on Facebook and Covanaut.com that now reach over a million fans per week.
The potential market for the Extreme brand is huge with an estimated 140 million people in the 15-34 age group participating in the top four sports of surf, snowboard, ski and skateboarding in Europe alone and millions more aspiring to the extreme sports lifestyle.
Extreme will be exhibiting at Brand Licensing Europe 2013 at stand N25, on the upper floor in the new area for brands.
For further information please contact:
The Extreme Sports Company Louis - Tel: +44 (0) 20 7244 1000 Email: Brandsupport@extremeinternational.com
Notes to Editors:
ABOUT ROY LOWE
Roy Lowe & Sons is a British manufacturer and have supplied knitted product to the UK's major retailers since 1996.
About The Extreme Sports Company The Extreme Sports Company is a pioneering licensor that owns and manages the EXTREME brand. We build strategic licensing relationships with companies that want to drive growth through distinctive products, services or experiences that are edgy and youth appropriate. The Extreme Sports Company is based in London, UK.
Visit: www.extremesportscompany.com; or facebook/Extreme; @ExtremeOfficial; Covanaut.com to see where our community engages with our latest news, content and the lifestyle
Unapologetic, irreverent and anti-establishment, EXTREME is the lifestyle brand with serious attitude.
In 1998 Al Gosling realised that a massive part of youth culture had been ignored by mainstream media. From this insight he had the vision to create the EXTREME brand and launched The Extreme Sports TV Channel in over 60 countries in 1999. Today the Channel broadcasts 24 hours a day, seven days a week, 365 days a year to millions of consumers. The associated website Extreme.com is a leading provider of action sports videos.