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After a successful launch in the US and Europe, global football star Cristiano Ronaldo’s debut collection of luxury underwear and socks, launched to great fanfare in Dubai yesterday. The UAE launch is part of CR7’s Middle East expansion, which is done in partnership with leading regional sporting retail group EliteBrands, member of the Kuwaiti based Al Homaizi group.
CR7 by Cristiano Ronaldo is the first solo brand venture for the Real Madrid star and celebrated sportsman and his first personal venture into the world of menswear. His love of fashion and interest in design were key factors in his decision to launch his own collection.
Commenting on his global launch, Ronaldo said, “Fashion and design are two passions of mine and I have wanted to launch my own brand for a long time. Working on this collection has given me a great creative outlet and I have loved every part of collaborating on the range, from selecting the colours and designs to testing the styles and fits myself. I am very proud that the collection is launching worldwide.”
The CR7 debut collection has been designed in close co-operation with New York-based designer Richard Chai, who has designed for Donna Karan, Marc Jacobs and Armani Exchange, amongst others and the Danish textile manufacturers, JBS Textile Group, Scandinavia’s leading underwear and sock manufacturer with over 75years experience in producing some of the world’s most comfortable and luxurious brands.
“It’s great to be in Dubai, one of the world’s most fashion forward markets. At JBS, we believe in the power of collaboration and working with CR7 has been afantastic experience, combining the creative force of Ronaldo with JBS’sheritage and high quality offering. We are pleased to bring the CR7 range to the Middle East with our partners the Elite Brands, and look forward to working closely with them to make the CR7 products available to discerning customers across the region,” saidMr. Dan Vejen Andersen, Chief Commercial Officer JBS Textile Group.
Mr. Andersen was in Dubai to attend the Middle East launch event of CR7, which was held at the Tolosa Bodega in Downtown Dubai, and attended by His Excellency the Ambassador of Denmark, Mr. PoulHoiness, MaenMerheby, General Manager at Elite Brands, as well as VIPs and top retailers from the region.
“At Elite Brands, we are always focused on introducing to the Middle East, high quality sports brands with a unique offering. We are extremely pleased to make CR7, a new favourite in men’s underwear and socks,available in the Middle East. With the phenomenal growth of menswear in the region in the last few years, particularly in the luxury and premium quality sectors, we believe that the region’s style-conscious consumers willwelcome the CR7 brand offerings,” said Maen Merheby, General Manager at Elite Brands.
The CR7 collection features dynamic colours, detailed design elements, clean lines and sleek yet understated aesthetics. A luxury feel and premium quality are integral to the collection, which comprises four distinct ranges; Luxury, Fashion, Basic and Boys. With aesthetics and comfort equally important, each collection is fashion oriented and high quality, produced using the finest materials deliveringthe ultimate in comfort and fit. The brand will be available at quality retail outlets
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