Premium British lifestyle brand Crew Clothing has partnered with world number one women’s rugby team the Red Roses. 

The retailer becomes Official Formalwear Outfitter for the reigning Guinness Women’s Six Nations Champions, dressing the playing and non-playing squad in signature designs for all formal events and appearances.

The collaboration “marks a significant milestone for both organisations” as it represents the first partnership exclusive to the Red Roses. 

The squad will debut its first outfits at the 2025 Guinness Women’s Six Nations Lacrosse next February into March in the UK), “fusing contemporary silhouettes with the traditions and quality synonymous with Crew Clothing”.

Crew Clothing’s Head of Marketing, Naomi Parry, said: “This partnership … serves as a reflection of Crew’s unwavering commitment to supporting the best of British sport. Ahead of a monumental year for women’s rugby, we’ll be supporting the squad with a range of beautifully crafted formalwear pieces, and look forward to celebrating future successes with our new partner”.

Women’s sport — in areas once the preserve of men’s teams only — is increasingly becoming a key marketing opportunity for lifestyle labels.

Crew Clothing has a large and growing sports sponsorship portfolio with partnerships including Williams Racing, Henley Royal Regatta, LTA Tennis for Britain, Exeter Chiefs, Legends Golf Tour, Professional Cricketers Association and Rugby Tots.

Over the last three years, Crew said it has been investing in its sports partnerships, hosting pop-ups at events, launching exclusive content on its website and creating new collections.