Coolabi has partnered with personalised apparel company, Primitive State, for expressions brand Purple Ronnie.

The firm is producing exclusive ranges of customisable t-shirts, hoodies and tote bags via its website. The imagery and words on each item can be personalised to suit the purchaser or recipient, reflecting any sentiment or statement.

"Purple Ronnie is a key brand for Coolabi and is loved by the nation," said Natasha Dyson, head of licensing at the firm. "It has become the social expression brand of choice and we are thrilled that consumers can now express themselves through customised clothing.

"2012 promises to be an exciting year for Purple Ronnie."

The 25th anniversary year will see a series of PR initiatives across social media, press, contests and events.

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