Peter England forges closer links with cricket with new campaign

Menswear label Peter England has forged deeper links with the world of cricket and launched a new capsule collection titled ‘The League of Legends’ in partnership with cricket names including Kapil Dev, Vivian Richards, and Harsha Bhogle to engage fans of the sport this Indian Premier League season. 

“Continuing from the Gentlemen’s League collection– the new League of Legends capsule is a celebration and our humble tribute to cricket’s timeless appeal and the charisma of the men who shaped it,” said Peter England’s chief operating officer Anil S Kumar in a press release. “Having legends like Kapil Dev, Sir Vivian Richards, and Harsha Bhogle on board makes this collection authentic and aspirational. It’s a bold new chapter for Peter England and for the modern Indian man who dresses with purpose, pride, and passion.”

The capsule collection is accompanied by a campaign titled ‘The Gentlemen’s League,’ which has been timed to closely align with the ongoing cricket season in India and stars Dev, Richards, and Bhogle. Timed with the JioStar IPL, the initiative is designed to celebrate cricket’s enduring cultural significance while bringing together well known names in the sport. 

The League of Legends collection features polos, crew necks, and knitwear inspired by historic on-field moments and cricketing aesthetics. Key pieces include cable-knit sweaters and polos with graphics and textures referencing cricket balls and pitch motifs, aiming to merge sport and style.

The collection is now available at over 240 Peter England exclusive brand outlets and online. The brand aims to position the line within the smart casual and sport-formal space, to offer a different approach to traditional sports merchandise.