Iconic British fashion brand Lambretta, has partnered up with legendary rock band The Who to launch a 60’s inspired clothing range that will also feature lovingly re-created items actually worn by the band at the time of the highly influential and highly stylish Mod era - including the original US army fishtail Parka, exactly as it appeared on the Quadrophenia album cover.

The first fruit of the collaboration is an Autumn/Winter 07 Who/Lambretta collection split into 2 distinct ranges, Tribute and Iconic. These collections have developed with full input from the band.

The Tribute Collection comprises 16 styles and includes a parka, a jean and a range of tee′s and sweats, all carrying universally recognised The Who graphics. This part of the collection is heavily branded, but with a strong fashion emphasis utilising sophisticated logo applications, embroidery and washes – to set the clothes apart from more traditional promotional band merchandise.

The Iconic Collection comprises 19 styles and has been re-created from a range of garments actually worn by members of The Who in the 60′s. In addition to the Quadrophenia parka, there are other key garments that lay a claim to rock history including Pete Townshend′s Union Flag Blazer, Keith Moon′s fine gauge knitwear, Keith Moon′s tee′s and a collection of shirts, as worn by all band members, many with matching ties. The Iconic Collection will have only limited distribution and will target high profile stores that do not normally stock the main Lambretta collection.

The Who have given full backing for the new fashion ranges and will be fully involved in their promotion. The band will be signing the authentic Quadrophenia parkas for Lambretta to auction and use in general promotion.