Debenhams Team Up With Sir Steve Redgrave's Clothing Brand FiveG

7th February 2008

Debenhams has teamed up with Sir Steve Redgrave's clothing brand, FiveG, to produce an exclusive menswear collection made from Fairtrade certified cotton available in 116 Debenhams stores nationwide from mid-February.

The launch coincides with Fairtrade fortnight 25 February – 3 March 2008.

Debenham's designers have created a range of clothing which combines attention to detail with quality whilst offering both comfort and durability – at last there is a certified Fairtrade cotton clothing range that is both sophisticated and stylish. Prices range from mock crew t-shirts £8, pique t-shirts £10, polo shirts from £14, shirts £20, shorts £20, crop trousers £22, and chinos £25. Launching with its own eye-catching shop fit, the range will be highly visible in the menswear department.

In November 2007 Sir Steve Redgrave visited Mali's Kita region, where he saw at first-hand the impact Fairtrade farming has on the lives of Farmers in the Dougourakoroni village. Sir Steve commented "When you see Fairtrade at a village level, you can see what a huge improvement to farmers lives just a small amount of money can make."

Fairtrade offers farmers the guarantee of a fair and stable price for their cotton. In addition a further premium is given to the producer co-operatives, who invest the premium into community development projects such as clean water, schools and storage facilities for cotton and grain. Sir Steve also said on leaving Mali he felt that there was now a great responsibility to ensure that Fairtrade cotton needed to be sold more widely in the UK for the sake of these communities.

With Debenhams' vision and the integrity of Sir Steve Redgrave – probably Britain's greatest ever Olympian – there is now the perfect combination of style and a brighter future for Fairtrade certified cotton farmers in West Africa and India.

2.4 Billion Items Of Unworn Clothing In The British Wardrobe