Admiral launches premium collection

Admiral, the British sports brand with nearly 100 years

of heritage, is venturing into the men’s premium market with the launch of its premium lifestyle collection, Admiral Gold.

Since 2011, the brand has been back into British ownership under Admiral Sportswear Ltd, and the company plans to reignite Admiral and bring it back to the forefront of the sport and style marketplace. As part of the relaunch, the Admiral Gold collection will be targeting sales with independent menswear stores as well as respected department stores in the UK.

The collection keeps the Admiral heritage as its core with the tagline ‘Admirably British’ with a focus on quality and style. The line channels retro influences with a range of polo shirts, checked shirts, knits and jackets all branded with the iconic Admiral logo. Prices start at £40 for polo shirts, with the jackets costing up to £150.

Tim Gardiner, Sales & Marketing Director for Admiral said: “We have been working hard to deliver what we believe is a very strong premium collection for the menswear market. After extensive research we know that there is a desire and appetite for Admiral Gold. The Autumn Winter 2012 Collection we believe showcases new designs with a distinct Admiral look and feel.”

The company, which started as an underwear manufacturer is also looking to build the Admiral brand across Europe, North Africa and the Middle East and is actively looking to appoint new licensing partners to expand its growth.