If you’re still saving up for that super luxurious Lotus that you’ve been eyeing for the last year, you may want to bulk up your wardrobe before you make that addition your garage. Next month, Lotus will launch a new luxury lifestyle brand, Lotus Originals, with offerings in performance outerwear, luxury knitwear and leather goods that directly correlate with the design excellence and spirit of Lotus. Originals will be available at www.LotusOriginals starting February.

Wiebke Bauer, Director of Licensing and Merchandising for Lotus says in the press release: “Our goal with the Lotus Originals concept was to create a range of apparel and accessories that really capture the true spirit of our iconic British brand. Lotus Originals isn’t just for traditional car enthusiasts, on some of the pieces the branding is very subtle allowing the style and quality to shine so we hope that it will appeal to a much broader audience. We have developed a collection that is luxurious in a classic, understated way so it is easy to wear every day yet still make you feel part of our very special brand.”

The press release also says that motor racing and sports car heritage have been used as inspiration for the collection, suggesting that textured pieces appear to have tire treads in its detail, or an armband symbolized race track markings on other articles of clothing.

“Throughout the collection each piece is detailed thoughtfully to reference the brand’s unique DNA and automotive history. Polo shirts and T-shirts feature double stitch edging and a playful approach to branding, with vintage Lotus logos, racing stripes and car silhouettes. Block colour numbers relate to the dates of famous racing victories of the 1960s and 70s, as well as 1948 - the year that Lotus founder Colin Chapman built the first car.”

The Lotus Originals collection also comes with lifestyle accessory accoutrements including hand-crafted luggage and leather driving gloves in your average colors, plus Lotus green and bright yellow, for those really sexy drivers. Gaming sets in lacquered carbon fiber and leather wallets, belts and luxury desk accessories are also available as part of the Lotus Originals lifestyle range. The Lotus Originals collection will be exclusively launched online at www.lotusoriginals.com on February 23, 2011 to mark London Fashion Week’s Menswear Day. A London flagship store is scheduled to launch towards the end of 2011.





 

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