Poetic Brands, the specialist apparel licensee for adults, kids and babywear, has received a license to design, manufacture and distribute children’s and adults’ apparel for the UK market combining two of the most famous names in motor racing: 24H Le Mans, one of the world’s most prestigious races, and Steve McQueen, the film star and motor racing fanatic who starred in the cult-classic film about the famous 24-hour race.

The collaboration is called Le Mans X Steve McQueen and was brokered by Le Mans’ exclusive licensing agency IMG in partnership with Renaissance Licensing, the representative for the estate of Steve McQueen. Poetic Brands is now planning a wide range of adults and kidswear for the collaboration, along with nightwear, socks and headwear. The range will be available at multiple retailers across the UK from a/w 25.

The collection will use imagery from the set of the film and logos created by the Automobile Club de l’Ouest (ACO), owners of the Le Mans race. The 1971 film was a passion project for Steve McQueen and a classic of the genre, still cited more than 50 years after its release as one of the best motor racing films ever.

Commenting is Elliott Matthews, managing director of Poetic Brands.

“The classic film Le Mans brought together an iconic race and an iconic film star with some of the most memorable motor racing images ever committed to film. It’s ideal for a collection that will be as exciting, colourful and action-packed as the movie that inspires it.”

Stéphane Andriolo, Customer and Events Director, adds: “For over 50 years, Le Mans has been a benchmark for motor-racing-inspired filmmaking, and Steve McQueen’s enthusiasm for the speed, skill and excitement of motorsport is still shared by millions of fans old and new.

“In this golden era of endurance racing, we’re delighted to be associated with such prestigious partners. This is going to be a collection like no other. We’re thrilled to be working with Poetic to bring it to retail.”