The launch of the new range is a natural step in the repositioning of Lotus as a lifestyle brand. As the saying goes, the devil is in the detail and the Lotus Originals range is no exception to this. Lotus has carefully handpicked the very best suppliers and materials to work with ensuring that the range reflects the future of Lotus. Those who appreciate the finer things in life can indulge themselves with 100% cashmere sweaters and hand-treated leather in the form of a stunning leather jacket, inspired by the 1970s drivers? suits.
Motor racing and sports car heritage have been used as inspiration for the collection. For example selected pieces are textured in a stylized way to signify tire treads whilst elsewhere a white ?armband? design shows the interpretation of race track markings. Throughout the collection each piece is detailed thoughtfully to reference the brand?s unique DNA and automotive history. Polo shirts and T-shirts feature double stitch edging and a playful approach to branding, with vintage Lotus logos, racing stripes and car silhouettes. Block color numbers relate to the dates of famous racing victories of the 1960s and 70s, as well as 1948 – the year that Lotus founder Colin Chapman built the first car.
The Lotus Originals collection are currently available only online at?www.lotusoriginals.com, but a London flagship store is scheduled to launch towards the end of 2011.