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Young Star

The brand of champions

DEFINITELY MAYBE - Carl Francis M. Ramirez -

In these perpetually changing, high-fashion times, it’s hard to find the perfect threads to match your active lifestyle without looking underdressed or like you’re headed for the weight room. It’s either you’re very comfortable but insecure about how you look or you’re totally ill at ease just trying to look cool. With world-recognized champion brand Lonsdale London stepping into the Philippine ring, there is now a better alternative. This clothing brand combines the best of all both worlds: a high-fashion sense and an athletic edge. Think One Tree Hill meets The Contender.

Lonsdale London can be traced back to the early 1900s to Hugh Lowther, the fifth earl of Lonsdale, one of the pillars of British Boxing. As a bit of trivia, “Lord Lonsdale” pioneered the practice of awarding boxing champions with elaborate belts, back then referred to as the “Lonsdale Belt.”

The Lonsdale brand emerged in the 1960s, eventually taking over the boxing world, specializing in gloves, shoes and other ring attire. The brand was such a big name in boxing that great champions such as Muhammad Ali and Sugar Ray Robinson were devotees of Lonsdale gear. This is the time that the brand built its reputation of high quality and design.

Today, the brand has evolved into a bona fide name in fashion. While still maintaining its roots in boxing, Lonsdale London has taken its expertise in design and athletic wear and incorporated it in its clothing line. The Lonsdale brand now boasts the muscle and sensibility of an athletic brand with the style of a designer clothing line.

The eclectic roster of celebrities that wear Lonsdale is a testament to the brand’s appeal and versatility. In one corner, you have football star Wayne Rooney, boxing greats and former world champs Lennox Lewis and Mike Tyson and one of the most highly decorated boxing champs of this era, Ricky Hatton. In the other corner, you have Paris Hilton, Angelina Jolie and Madonna. Nobody shows toughness and athleticism quite like Mike Tyson. No one sets more fashion trends than Madonna. Nobody can claim both on the same ticket quite like Lonsdale London.

They are also the sponsors of the third season of the hit reality boxing series, The Contender.

Lonsdale has already had knockout success all across Europe, Australia and Japan. The brand currently sells items ranging from boxing gear (gloves, bags, helmets) to everyday apparel (shirts, jackets, fashion accessories). Lonsdale London has now opened its first store in the Philippines at TriNoma Mall, and will open another in SM Mall of Asia at the end of the month.

ANGELINA JOLIE AND MADONNA

BOXING

BRAND

BRITISH BOXING

HUGH LOWTHER

LONSDALE

LONSDALE LONDON

PLACE

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