Frasers Group‘s Slazenger brand is “entering a new era” with the launch of Off-Court, a “premium fashion label reinterpreting the brand’s legacy through a bold, contemporary, Gen Z lens”.
The brand, which is one of the oldest sports labels globally and is best known for its tennis and cricket links, this weekend launches a nine-piece capsule collection on the Flannels and Slazenger websites. That comes ahead of a wider collection launch this summer.
Interestingly, it’s designed by 23-year-old creative brand consultant Alexei Hamblin (best known on TikTok as ‘The Slazenger Guy’). And the company said Off-Court is its “most premium offering yet, bringing the brand to the forefront for a more trend-driven audience, whilst paying homage to its iconic sporting DNA”.
The menswear/unisex nine-piece capsule features “a curated selection of apparel designed for life beyond the court”. It has been “shaped by culture and built with the next generation in mind, offering relaxed, confident designs that are rooted in athletic heritage”.
Hamblin, who admits to having been obsessed with Slazenger, said it’s a brand with “genuine heritage and credibility [that] deserves a place in today’s fashion conversation. This capsule collection will be a key step in recontextualising that heritage for a generation who didn’t grow up with the brand. It will also serve as something of a test collection — as I’ll take real-time feedback from my socials about the capsule to tweak and adapt for collection two. I want to make this the most customer-centric rebrand of all time”.
Established in 1881, the label continues to offer its core sports and lifestyle collections “at an accessible price point” with Off-Court sitting alongside this regular line-up. Off-Court’s prices go from £39.99 to £89.99.
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