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Rugby Star Shane Williams to Launch his New Clothing range “SW11”

at Front Up Rugby Cardiff

Rugby legend and Welsh national hero Shane Williams is to launch his New casual family clothing range “SW11” at the recently opened Rugby-focused fashion store, Front Up Rugby at St David’s shopping centre on Friday 23 December (12pm-2pm). This follows Shane’s emotional final appearance for Wales where he scored his 58th try for Wales when they played Australia at the Millennium Stadium.

Williams will formally launch his ‘SW11 Range’ - a new range of casual clothing for children & adult rugby/sports fans alike, at the new Front Up Rugby store within St David’s from 12pm-2pm.

Wales’s leading international try scorer will then be available to meet fans; sign merchandise bought in store and have photographs taken with those attending the event.

Jon Allen, Managing Director of Front Up Rugby commented: “We are absolutely thrilled that Shane has agreed to officially launch his new “SW11” range at our new Cardiff store - he is one of Wales’s brightest lights and undoubtedly an all-time great of the game. We hope to see many of Cardiff and Wales’s rugby fans at Front Up Rugby on Thursday,”  

Front Up Rugby was established by Jon Allen in 2008 to fill a gap in the market for fashionable, rugby clothing targeted at males aged 16-30. The store will showcase the newly released Autumn/Winter range which includes heritage: t-shirts, polos, vintage rugby shirts, hooded rugby shirts, casual shirts, hoodies and sweatpants.

James Haskell (Ricoh Black Rams and England International rugby player) recently joined the Company’s Board as an Executive Director. Best known as one of Europe’s star flankers, Haskell who appears in promotional images wearing Front Up clothing has also invested in the brand.

James Haskell stated “It’s been great working with the Front Up guys – I have been tracking the business for the last couple of years and I’m really excited to be involved. I believe we can create a seriously innovative fashion brand initially in rugby orientated clothing but long term on every High Street.”

The new Front Up Rugby store at St David’s follows successful Pop Up store opening in London’s Covent Garden and additional stores in Bluewater, Bristol, Leicester and Westfield Stratford City centre adjacent to the London 2012 Olympic Park.

Shane Williams will be formally launching his New “SW11” casual family clothing range at Front Up Rugby Cardiff at 12pm on Friday 23rd December at St David’s Dewi Sant. In-store signings / photo opportunities will then take place until 2pm.