Rapper's Dench brand sells out in Selfridges - Licensing.biz

Rapper's Dench brand sells out in Selfridges

Sales of Lethal Bizzle's clothing range soars after Judi Dench wears a branded cap.
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Youth lifestyle brand Stay Dench has sold out in one Selfridges store.

The clothing label, launched by rapper Lethal Bizzle and Arsenal footballer Emmanuel Frimpong in February 2012, saw sales soar after Dame Judi Dench wore one of the branded caps during a Radio One interview.

A note on the @StayDenchWear Twitter account read: "U guys have sold out one of the Selfridges stores already. A re-order is on its way. Thanks so much for your support in 2012. #STAYDENCH"

The Dench brand includes T-shirts, hoodies, vests, hats, and phone cases, with clothing designed for men, women and children.

Dench is a slang word coined by Lethal Bizzle in 2010. It's used to describe something as 'cool' or 'sick'. 

Bizzle and Frimpong also commonly use the phrase 'Leave It Yeah'. The pair have almost one million Twitter followers between them.

Stay Dench is currently running a January sale, where any second item bought from the website is half price.

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