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The Who once again making Hard Rock history
05
Feb '10
After legendary guitarist Pete Townshend donated his guitar to Hard Rock and helped to start the brand's world-famous memorabilia collection, Rock and Roll Hall of Famers and Super Bowl XLIV halftime performers The Who are once again making Hard Rock history. Hard Rock International is proud to announce the limited-edition The Who Signature Series: Edition XXVII, designed by Pete Townshend and Roger Daltrey, which will benefit the band's chosen charity – City of Hope, a leading research, treatment and education center for cancer and other life-threatening illnesses. Fifteen percent of the retail sales from The Who Signature Series: Edition XXVII T-shirts and pins will be donated to City of Hope.

The front of Hard Rock's new Signature Series T-shirt features The Who's famous logo and the timeless image of Pete Townshend swinging his arm "windmill-style" against his guitar strings, set atop a British flag. A backstage pass dangles from the neck of the navy blue T-shirt. The back of the shirt features the words "That's Who" with an arrow leading from the "o" to the authentic signatures of Townshend and Daltrey. Offered in men's sizes (S – XXL), Hard Rock's The Who Signature Series T-shirt is now available online and at Rock Shops at Hard Rock Cafes, Hotels and Casinos worldwide.

"Roger and I have a rich history with Hard Rock International and it's an honor to join some of music's greatest legends for this important cause," said Pete Townshend. "It's amazing that our design on a T-shirt can literally help save lives."

Since it was established in 1971, Hard Rock International has been committed to a wide variety of philanthropic causes and activities around the world. Hard Rock developed the concept of partnering with world-renowned musicians and bands to create and donate imaginative designs, which are reproduced onto T-shirts, with a portion of the retail price benefiting the artist's preferred charity. The Who joins a legendary roster of rock icons – from Bruce Springsteen, Eric Clapton and Bono, to Jon Bon Jovi, Shakira and John Lennon – to become part of Hard Rock's Signature Series T-shirt program, which has helped to raise millions of dollars for charitable causes worldwide, such as WHY (World Hunger Year), Crossroads Centre Antigua, Fundacion Pies Descalzos, Amnesty International and more.

"The Who is truly one of the world's most influential rock bands and an extremely significant part of Hard Rock's history. Not only did Pete Townshend help to start Hard Rock's memorabilia collection, but The Who headlined the first-ever Hard Rock Calling concert in London's Hyde Park in 2006," said Hamish Dodds, President and CEO, Hard Rock International. "We are honored to have The Who become part of Hard Rock's renowned global Signature Series T-shirt program and show our support for City of Hope and its mission."

Located just outside Los Angeles, City of Hope is one of 40 National Cancer Institute-designated Comprehensive Cancer Centers and a founding member of the National Comprehensive Cancer Network. City of Hope is recognized worldwide for its compassionate patient care, innovative science and translational research, which rapidly turns laboratory breakthroughs into promising new therapies.

The Who Signature Series: Edition XXVII, in collaboration with Hard Rock International and Doug Morris, chairman and chief executive officer of Universal Music Group, is a key fundraising program first announced at the 2008 Spirit of Life event. The event honored Doug Morris for his outstanding contributions to the community, music industry and significant fundraising campaigns and his longtime support of City of Hope's lifesaving research and treatments.

Hard Rock International


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