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Phil Vickery's Raging Bull expanding beyond sports aficionados
May '11
This May, the sporty menswear brand, Raging Bull is making its debut on the virtual shelves at houseoffraser.co.uk and in the brand's Cheltenham store.

Conceived by ex-England rugby player, Phil Vickery (nicknamed Raging Bull by Sir Clive Woodward), the brand originally started out manufacturing rugby kit for clubs in 2003. Since then, it's gone from strength to strength, taking a brave leap off the pitch, from functional rugby players' kit to fully fledged fashion brand.

The collection is still unmistakably inspired by Vickery's first love, rugby, but unlike the early days of the brand, it now appeals to a much broader audience, incorporating on-trend rugby shirts, graphic T-shirts and dapper shirts – men's fashion far more akin with off-pitch socialising than sweaty scrums.

Manchester student and model, Joaquin West, is fronting the brand's commercial SS11 campaign – which was shot by renowned photographer Daniel Kennedy (whose clients include Angelina Jolie, Madonna, David Beckham and, Cheryl Cole).

Asked whether the Raging Bull appeal is expanding beyond sports aficionados, Phil Vickery said: 'The appeal is much wider. In fact, it never ceases to amaze me how varied the people are who wear it. You wear a label because of what it means to you. When I was growing up, I bought things because I liked them, I liked the quality and I felt proud to be part of the brand – so hopefully in time when people get to know the story behind Raging Bull, they'll be proud to wear it too.'

House of Fraser

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