Lotus to Launch Lotus Originals Lifestyle Brand

by Jared Paul Stern (RSS feed)
Jan 27th 2011 at 8:00AM

Famed British sports car marque Lotus has a super-stylish history, with the likes of James Bond and Steve McQueen among its best known enthusiasts. Now the storied firm, founded in 1952 by Colin Chapman, is looking to reclaims some of that former glory with a new lifestyle brand set to launch in February. Dubbed Lotus Originals, the diverse offerings will include everything from leather jackets and blue blazers to bags and backgammon sets. The company's motor racing and sports car heritage were used as inspiration for the collection, with tire tread patterns, vintage Lotus logos, racing stripes, car silhouettes and numbers relating to the dates of famous Lotus racing victories of the 1960s and 70s appearing on certain items.

"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," notes Lotus' Wiebke Bauer. "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." The Lotus Originals collection will be launched exclusively online at www.lotusoriginals.com on February 23 during London Fashion Week with a London flagship store slated to open later in the year. Check out the gallery for a preview.

Gallery: Lotus Originals