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On 27th March 2007, the RAF advanced into new territory with the launch of a new high end leisure wear fashion range.
The range has been developed under licence by a commercial company JOI Limited, with the primary aim of bringing the Service to the attention of the public.
The collection is primarily aimed at men but there is also a range for women with one for children to follow shortly. The men’s collection starts with the flagship Heritage range, inspired by the incredible history of the RAF, and includes a “biggles” flying jacket at £150, as well as quality fleeces, rugby shirts, chinos, T- shirts, jeans and shorts, all at competitive prices from £40 - £60. There is also a Classic Polo-shirt range in a number of colours including Air-force blue, from £35 - £40, and an Off-duty range for the young and young at heart including combat trousers, shorts, T-shirts, jeans and sweatshirts costing from £25 - £60.
There is also an Off-duty range for ladies including a diamante and pearl ribbed vest, sweatshirts, polo shirts, linen trousers, jeans and a stunning roundel bikini with tankini top, with prices ranging from £20 - £55.
"Our goal is to raise awareness of the Royal Air Force and its capabilities, roles and deployments. It is important that the public understands what we do on their behalf. The merchandising initiative is one of a number of complementary projects that will promote that understanding and awareness.
We want to reinforce our reputation and profile – the RAF is a smaller organisation than in yesteryear and our footprint on the nation can no longer be taken for granted.
By associating our brand marks, including the RAF logo, on high-end leisure products we build up our image around the UK and globally and just as importantly bring us to the attention of young people who are the next generation of RAF personnel. The service celebrates its 90th birthday next year and we feel these products hit the mark and at the right time.
The Merchandising Initiative is not about raising cash and the profits will all go to the RAF Museums at Hendon and Cosford."
With clothes from the collection modelled by former rugby internationals, former RAF Flight Lieutenant Rory Underwood and his brother Tony, a commercial pilot, the launch proved to be a great success with the media, with extensive coverage in both tabloid and broadsheet newspapers.
The collection may be viewed at www.rafcollection.com and will also be available at a number of RAF Airshows around the country this summer.
A 20% discount is currently available for serving RAF personnel. Please email service@rafcollection.co.uk to obtain your special source code. (This discount is not available in conjunction with any other special offer).
