Sam Fender becomes face of North East fashion brand Barbour International

North East singer and songwriter Sam Fender has been unveiled as the face of Barbour International in the latest celebrity collaboration announced by the fashion firm.

South Tyneside business Barbour, famed for its jackets which are loved by royals and rock stars alike, has previously teamed up with models, directors and TV stars to launch new products.

Now the firm has revealed that the North Shields musician and Brit Award winner is to become the face of its motorcycle-inspired heritage clothing brand Barbour International.

The move will see Fender front an 18-month campaign to promote the brand.

The campaign launched last week through a Take to the Stage video and photo collection of the artist’s life and rise to fame.

Fender, 26, who was named one of the BBC’s Sounds of 2018 before his debut album Hypersonic Missiles went to number one last September, will also be the face of Barbour’s retail partner Scotts Menswear, a north west firm which has 14 stores across the UK.

Wearing Barbour International clothing from the new autumn/winter 20 collection, including exclusives available only through Scotts Menswear, the video and stills will be used on the Scotts Menswear website, social media, in store windows and through Barbour International social media channels.

Fender said: “I am delighted to be working with Barbour International which is based in South Shields just across the Tyne.

“I remember a few years ago a fellow busker gave me a Barbour International jacket to keep me warm.

“At that time, I was totally skint but at least I had a belter jacket to protect me.

“They’re an iconic British brand and it’s lush to have the chance to work with them.”

Sue Newton, global PR manager at Barbour International said: “It’s great to be working with Sam, a local lad who is gaining a worldwide reputation for his music, and Scotts Menswear, one of our key Barbour International retail partners.

“Sam is a great fit for Barbour International. The free-spirited attitude and iconic style of the our motorcycle look is designed to make the wearer feel confident, strong, assured and free to decide on their own direction and we think Sam sums up these values perfectly through his music and career to date.”

Paul Ramsdale, marketing-manager Scotts Menswear said: “Scotts Menswear is proud to work with Sam.

“We have closely followed his career to date and have been looking to align Sam to one of our key partners.

“The fit with Barbour International is a natural one and Sam has found the perfect home in Scotts Menswear who always strive to support British artists and venues.”

The campaign follows on from star-studding collaborations including Barbour’s link-up with well-known ceramics designer Emma Bridgewater, film director Sir Ridley Scott, TV presenter Ben Fogle, model and TV host Alexa Chung, and The National Trust.

The firm, which last year celebrated its 125th anniversary, employs more than 150 people in South Shields and is one of the North East’s most recognisable clothing brands.

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