British sports car maker Lotus is to make its debut in fashion with an online store launching next month to coincide with London Fashion Week’s menswear day. Not a clothing line, but “a new luxury lifestyle brand.” It’s called Lotus Originals.
“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,” stated Wiebke Bauer, Director of Licensing and Merchandising for Lotus
With Lotus now also in the Formula 1 fast lane, it is hoped its merchandising can bring some cash into the business, which reported a loss of £12m last year.
To start, all items will be available exclusively through www.lotusoriginals.com, with a flagship retail store set to open in London by the end of the year.