ITV Studios Global Entertainment has snapped up street brand Rude to launch menswear range inspired by the scientific genius from the Classic Thunderbirds series. The ‘Brains Collection’ will consist of t-shirts, sweatshirts, baseball tops, knitwear, laptop cases and iPhone covers illustrated with graphic prints.
The collection will be available from September online and will be promoted with the slogan ‘I’ve Got Brains’. A capsule collection will also be sold exclusively at Hub, a series of fashion boutiques in North and East London. Additionally, a Brains homeware range, to include cushion covers, mugs and Brains glasses, will be available for spring/summer 2013.
Brains was chosen as the inspiration for the collection because of his 'sharp, stylish, original and well-groomed demeanour'.
Rupert Meats, founder and owner of Rude Limited, commented: “Brains was a real man of the future when he first appeared on Thunderbirds. Today he is still bang on trend. We have greatly enjoyed this opportunity to build a fashion range round such an iconic and cool character are looking forward to taking our Brains imagery to many new categories and outlets.”
Brand manager at ITV Studios Global Entertainment, Christina Lima, added: “Brains’ unique and cool look makes him ideal for this exciting fashion brand and Rude has perfectly captured the spirit of this iconic character with its witty and striking style guide and apparel. We believe the launch will be enormously popular with many consumers and licensees who want to show that they too have Brains.”