Brand Alliance is to launch a range of adult apparel based on the LIFE brand thanks to a new partnership with the European agency, Bulldog Licensing.

A creative fashion-focused designer and manufacturer, Brand Alliance boasts more than 20 years’ experience in apparel. The deal will see the team launch a range of day wear and night wear based in the LIFE brand, tapping into its network of key retailers.

The LIFE brand combines the iconic LIFE logo – made famous by the eponymous magazine – with pictures from the brand’s extensive photographic library. LIFE magazine photojournalists captured some of the 20th century’s most defining events, historic figures, and nature, making up an enormous 10 million images. 

With such a vast resource available for licensing, the LIFE collection has enjoyed a key presence across UK fashion retailers with strong sales in the categories of greetings cards, calendars and wall art, as well.

It now joins a roster of major brand names to have partnered with Brand Alliance, who portfolio includes the likes of Coca Cola, VW, Polaroid, UFC, Jeep, and more. 

Rob Corney, MD, Bulldog Licensing, said: “Brand Alliance is a perfect fit for LIFE, its fashion forward, high quality ranges have a great synergy with the brand, and we’re looking forward to seeing the first designs.

“The LIFE brand offers a wealth of material for licensing partners, giving them a free rein with creative direction, while also offering immediate recognition with consumers throughout Europe.”