Iconic British fashion label Lambretta has signed up and coming Scottish indie band Urbnri (pronounced Urban Rye) as the face of the latest clothing collection. The band, who currently No.1 in the Scottish charts, join rock legends The Who on Lambretta’s clothing roster.

The Clydebank band have followed up their Scottish number 1 debut single Young, Free and Simple with their second single Back Me Up also making it to No.1 in Scotland (No.42 UK chart + No.1 Indie chart). The band’s signing to Lambretta is part of the label’s ongoing aim to work with up and coming new British bands.

"We enjoy working with the best of Britain’s musical talent," says Rob Harmer, managing director of Lambretta. "Our original concept with The Who was built on our iconic mod credentials, but the signing of Urbnri and our recent promotion of The Ashbies, signals our intention to work with new bands and musicians that embody the future of British culture."

Urbnri have already modelled Lambretta clothing, including a collection of track tops and retro nylon jackets, in a photoshoot for FHM magazine. A styled photoshoot of the band in the new collection is also being used for a series of advertisements and in-store point of sale showcards. The showcards also promote the band’s new video, which is available to view via the Lambretta website.

"We look forward to helping Urbnri’s ascendancy," says Harmer. "The positioning of Lambretta clothing and its unmistakable connection to British youth culture with the newest wave of national bands is essential to the ongoing drive for our brand. We see this signing as the start of a new phase for Lambretta, one we are eagerly anticipating."