5 November 2024 12:05 am Views - 102
From left: Amjad Hameed, Director of Signature, Ashley De Silva, CEO of Sri Lanka Cricket and Fouzul Hameed, Managing Director of Hameedia, exchange the Memorandum of Understanding (MOU), establishing Signature as the Official Formal Clothing Partner of Sri Lanka Cricket.
Menswear brand ‘Signature’ has been appointed as the Official Formal and Casual Clothing Partner for Sri Lanka Cricket (SLC) from 2024 to 2027.
Under this partnership, Signature will sponsor and empower the national men’s and women’s cricket teams as their provider of formal and casual attire for upcoming tournaments, including prominent events organized by the International Cricket Council (ICC) and Asian Cricket Council (ACC).
This marks yet another milestone in the brand’s long-standing association with Sri Lankan cricket, having previously partnered with SLC during the historic 1996 Cricket World Cup and the 2014 T20 World Cup, both victorious moments for the nation. Signature also served as the Official Formal Clothing Partner of Sri Lanka Cricket during theICC Men’s T20 World Cup 2024, continuing its legacy of supporting Sri Lanka’s national cricket team during significant international events.
The formal announcement of the partnerships took place at a special ceremony, where the Memorandum of Understanding (MOU) was exchanged. A highlight of the event was the launch of the Signature’s latest Collection, an exclusive line of menswear inspired by the timeless elegance of the sport. The collection was unveiled through a captivating ramp walk, featuring formal, ceremonial, smart casual, and casual wear inspired by the spirit of cricket.
The new collection is now available at Signature’s exclusive branches, as well as through its dealer network across the island. This stylish range aims to bring the grace and sophistication of cricket to everyday fashion, making it accessible to all Sri Lankan men who aspire to embody confidence and class in their wardrobe choices.
Ashley De Silva, CEO of Sri Lanka Cricket stated, “I am confident that by partnering with Sri Lanka Cricket, Signature as a youth brand has made the right choice, and the move definitely will enhance the brand’s reach to a wider audience across its desired markets, as our team is followed by millions of fans across international cricket’.
Amjad Hameed, Director of Signature, expressed his pride in renewing ties with Sri Lanka Cricket: “We are honoured to continue our association with Sri Lanka Cricket, a symbol of national pride. Our brand has always focused on enhancing the confidence and style of Sri Lankan men, and through this partnership, we are excited to dress our national cricketers with a blend of tradition and modern fashion. This longstanding relationship underscores Signature’s dedication to cricket as more than just a sport—it is a shared heritage that unites Sri Lankans and represents the spirit of sportsmanship, resilience, and respect on and off the field. This new Signature collection brings that spirit to life, offering fashion-forward yet timeless pieces.”
Since its establishment in 1990, Signature has built a strong foundation in the Sri Lankan menswear market, known for high quality and value for money in both the formal and casual categories, providing total menswear solutions under one roof. With a focus on expanding its retail presence island-wide and plans to introduce renowned international brands through strategic partnerships, Signature aims to broaden its appeal and accessibility across Sri Lanka.