World famous sportsman Cristiano Ronaldo has collaborated with New
York based designer Richard Chai to introduce a debut collection of
luxury underwear and socks, under the brand name CR7 by Cristiano
Ronaldo. The range has been created in partnership with leading
Danish textile group JBS, who have over 70 years experience in
developing and producing high end underwear.
CR7 by Cristiano Ronaldo is the inaugural brand venture for the
celebrated sportsman and his first personal venture into fashion
design. His love of fashion and interest in design were key factors
in his decision to launch his own collection, and he sought the
expertise of CDFA Award winning designer Chai, who is renowned for
his work with labels including Marc Jacobs and Donna Karen, to
collaborate on design elements.
Ronaldo said of the project, “Fashion and design are two passions of
mine and I have wanted to launch my own brand for a long time.
Working on this collection alongside Richard has given me a great
creative outlet and I have loved every part of collaborating on the
range, from selecting the colours and designs to testing the styles
and fits myself. I am very proud that the collection is launching
worldwide.”
Chai added, “Ronaldo and I work well together because we both
appreciate the same things aesthetically - a refined and contemporary
look. I’m excited that the lines that we have created are going to be
available around the world and we are already busy working together
on the next collection.”
Ronaldo and Chai share a mutual love of classic yet contemporary
designs and wanted the collection to feature dynamic colour and trend
stories, detailed design elements, clean lines and sleek yet
understated aesthetics. A luxury feel and premium quality are
integral to the collection, which comprises four distinct ranges;
Luxury, Fashion, Basic and Boys.
With aesthetics and comfort equally important, each collection is
fashion orientated and high quality, produced using the finest
materials delivering the ultimate in comfort and fit.
Luxury
Luxurious and elegant, the Luxury Underwear range comprises three
different styles: briefs, trunks and buttoned trunks. Each piece is
delivered in classic white with chic coloured accents. The
accompanying Luxury Sock collection features three subtle yet stylish
patterns in refined tones and colours. Materials such as merino wool
and silk, mercerized cotton and bamboo give the product a luxurious
high quality execution.
Fashion
Bold and directional, the Fashion Underwear range comprises four
different styles: briefs, trunks, American boxers and long johns.
This range features stylish, fashion-forward colours and on-trend
details. Ronaldo, particularly, is a huge fan of colour and wanted to
experiment with bold prints and exciting colourways. The Fashion Sock
line compliments by featuring bright colours and designs, with
stripes, colour blocking and panelling details for a distinctive, ontrend look.
Basic
The Basic Underwear range comprises three different styles: briefs,
trunks and American boxers. These everyday-wear pieces come in a
classic white, grey and black colour combination and are complemented
by classic coloured socks from the Basic Sock collection, providing a
versatile range with ease of wear.
Boys
Fun and playful, the Boys Underwear range comprises two styles: the
trunk and American boxers. Ronaldo and Chai had fun with this
collection, delivering bright colours and bold patterns and prints,
including camouflage and stripes as a focus. The Boys Sock collection
features patterns relating to Ronaldo’s signature number 7 and
football inspired details.
Experienced Danish company JBS Textile Group is behind the
development and production of the CR7 by Cristiano Ronaldo line. The
company has a rich heritage in producing high end products and has
been involved in exciting fashion based projects for over 70 years.
The company drew upon its specialism and production expertise to
produce the collection, delivering a premium product.
JBS CEO Michael Alstrup said of the project, “We are proud to
introduce the opening collection of CR7 by Cristiano Ronaldo.
Creating the collection alongside Ronaldo has been an extremely
enjoyable process. It is important to us that we work with people who
share our company values, which centre on producing superior quality
product, and this goal was shared by Ronaldo. We look forward to a
long future of working together on this unique project.”
The official CR7 campaign imagery, which features Ronaldo modelling
items from the range, was shot by world renowned photographer Giampaolo
Sgura.
The
collection
is
available
internationally
through
www.cr7underwear.com and select retailers from 1st November 2013
www.jbs-underwear.com
For further information or press enquiries please contact:
Laura Coller, Account Director
M&C Saatchi Sport & Entertainment
laura.coller@mcsaatchi.com
0207 543 4536