Classic British men's clothing label, Chess London, has appointed digital agency Stickyeyes to handle online PR and social media activity, in the run-up to launch in spring 2012.

Stickyeyes has been appointed to develop an online PR and social media strategy to help establish Chess London as one of the UK’s most sought after men’s clothing lines, including promotional activity with the brand’s ambassadors and increased awareness amongst fashion media and influential bloggers.

The new label has already attracted the interests of high profile brand ambassadors including Luol Deng, Basketball player for the NBA’s Chicago Bulls and Great Britain, Phil Jones, Footballer for Manchester United and England and Rob Ackroyd, Guitarist for multi-award winning band Florence and the Machine. Chess London has recently commissioned a bespoke suit for international professional rower Mark Hunter MBE, to attend the BBC Sports Personality of the Year awards.

Stickyeyes standalone blogger and brand matching service, Best British Bloggers, will ensure Chess London has access to a range of influential bloggers in the fashion and lifestyle sector. The Stickyeyes team of Social and PR specialists are currently working towards supporting the brand launch party to be held in London, in February 2012.

Heather Healy, Head of Social Media, at Stickyeyes, said, “We’ve begun working with Chess London at a very exciting stage of their development. There are just a few months to launch, so we’re hard at work building excitement amongst customers across social profiles and online channels.

"By using behind-the-scenes images and snippets of the design process, we’ve been able to build a timeline of the business across social profiles and already had a great response. With some fantastic ambassadors on board, we’re confident the launch of the brand will mean a successful year of trading online for Chess London.”

Chess London was created in 2010 to offer today’s man a wardrobe that allows him well designed, high quality, modern apparel which is built on the honoured British tradition of tailoring. Each garment is constructed from high quality materials, sourced globally and finished by British tailors using traditional methods.

The Spring Summer 2012 Chess London collection is characterised by its excellent quality, durability and wearability. It encompasses a range of menswear pieces, including suits, jackets, jumpers, outerwear and accessories.

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