Classic children's character Sooty will be appearing on a new apparel collection from early next year.
Redan Alchemy will be working with Basic Thinking on the line. The firm will be creating adult and childrenswear, and is hoping to get the products into outlets including Asda, Tesco, Sainsbury's, BHS and Matalan.
"Sooty is delighted to be able to bring his status as a fashion icon to the fore with a new range that he will be developing with Basic Thinking," said Michael Gottlieb from Redan Alchemy (and Sooty's official spokesperson). "He was extremely impressed by their forward thinking designers and cutting edge product development and feels they will make a perfect partnership."
Karl Hickey, head of brand licensing at Basic Thinking, added: "Sooty is a timeless classic. His iconic look has obvious appeal in the children's sector, but we also see a real market for adult wear with a retro feel and a nod to Sooty's anarchic sense of humour.
"We are looking forward to working with Sooty and the Redan Alchemy team, to produce some great new products for the young and the young at heart."
Basic Thinking has previously produced licensed collections for The Who, Audrey Hepburn, JLS, One Direction and Jessie J among others.
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