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Fielding Group sticks its oar into lifestyle brand

The Fielding Group is to launch a rowing-inspired lifestyle brand after the supplier’s holding company, Monitane Holdings, received a significant stake from investment vehicle Ellestone Apparel.

Roll & Yaw, targeting men and women in their early 20s to 40s, will launch initially as a short-order brand in March for spring 14 ahead of annual rowing event Henley Royal Regatta. The formal and casualwear collection will include polo shirts, sweatshirts, dresses and blazers. Wholesale prices will range from £20 for polo shirts to £120 for a men’s signature blazer.

Damian Hopkins, director at The Fielding Group, which supplies high street retailers and brands including Tesco, John Lewis and Nike, said it will target independent retailers and high-end department stores in the UK, Europe and the US.

Hopkins said: “The brand is our brainchild following the success of British rowing and my own happy memories of Henley. A lot of people at Henley told us there were no brands for rowers. The beauty of this brand is that it will target those in their early 20s and stretch to people in their 40s and 50s.”

As a result of the undisclosed investment, Hopkins said The Fielding Group would appoint a new chairman in the next month and invest in more manufacturing facilities overseas.

Readers' comments (1)

  • Great looking product and about time rowing was recognised as a cool lifestyle sport

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