The Real Madrid player has an expensive taste and wears expensive clothing when he is not on the field. He likes to wear denim from Balmain, Givency and Dsquared2 but sometimes he find trouble finding the one that suits him the way he wants it. This dilemma was the point leading to CR7, a men’s denim brand that will be available from June onwards.
The brand is made possible with the collaboration of Uniti Fashion, a sourcing and manufacturing company founded in South Africa. The brand is to focus on the comfort of wearing it and high-end fashion feel and look.
The men’s denim collection is made from three types of fabric that either include stretch or are washed down to allow full movement. The assortment includes a core, signature and fashion collection, and within these collections there are five fits: R is the modern straight fit with a taper; C is the slim straight fit; T sits low on the waist with a slight drop crotch; S is the classic skinny, and P is the painted-on jegging style. The collection, which also includes woven shirts and jackets, is priced from $69 to $179.
The company has hooked up with many retailers such as Myntra, Namshi, Zalora, Zalando for distribution worldwide. For the distribution in the U.S., the collection will be available on CR7.com
Uniti Fashion opened its New York office in 2014, and according to Angela Curry, the firm’s executive vice president, tapping Ronaldo will help Uniti expand in the U.S.
“I don’t take myself too seriously, but I take what I do very seriously. So when I had the opportunity to launch my own denim line, I didn’t want it to be like any other line on the market,” Ronaldo said. “Inspired by what’s important to me, this collection is for more than just my fans. It’s for anyone who shares my values, who lives a limitless life and loves denim.”
“We are doing more on a daily basis and we need clothes that can work for us,” said Henry Monsell, global marketing director for CR7. “With this line, we are showing Cristiano’s persona off the field and telling a story about his work ethic, discipline and loyalty.”
Instead of bold logos, Allison has integrated subtle nods to R0naldo including tonal “7” stitching on the fly and branded rivets. Each piece has a signature “torque” pocket.
“We’re really excited to be part of this new era for the CR7 brand as it looks to build its fashion offering on a global stage,” Curry said. “What we’ve been able to do with Cristiano is not only produce a premium denim range that talks to where the fashion world is heading, but also at an attainable price point for our various markets.”
Instead of just focusing on denim line, the brand also want it to be a complete lifestyle brand and has licenses for it but won’t be distributed in the U.S.