Frasers Group launches premium Slazenger spin-off fashion label

The retail giant said the brand was entering a new era and reinterpreting Slazenger’s legacy “through a bold, contemporary Gen Z lens”.

Frasers said Off-Court will be positioned at the intersection of sport, fashion, and modern streetwear.

Slazenger Off-Court debuts with a nine-piece menswear/unisex capsule collection on April 18 that has been designed for life beyond the court.

With prices ranging from £40 for a t-shirt to £90 for a shacket, the range will be available to purchase online at Flannels and at Slazenger.com.

Slazenger Off-Court will expand into womenswear for its second collection that will arrive over the summer.

It has been designed by 23-year-old creative brand consultant and TikTokker Alexei Hamblin, whose video on how he would modernise and revamp the “boring” and “tacky PR kit” Slazenger brand went viral last year.

Frasers Group chief executive Michael Murray said: “A bold step forward for Slazenger. Partnering with young creative talent, Alexei, to reimagine this iconic heritage brand – taking it outside the box and off the court. This is just the start of an exciting journey ahead.”

Alexei added: “I’ve known Slazenger my whole life, probably for the wrong reasons, which always left me wondering what more it could be if it reached its full potential. 

“As I learned more and more about its legacy, I became obsessed, and when Slazenger brought me in, I couldn’t believe I had this opportunity to bring my vision to life. A brand with genuine heritage and credibility deserves a place in today’s fashion conversation. 

“This capsule collection will be a key step in recontextualising that heritage for a generation who didn’t grow up with the brand. It will also serve as something of a test collection, as I’ll take real-time feedback from my socials about the capsule to tweak and adapt for collection two. I want to make this the most customer-centric rebrand of all time.”