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Metropolitan police to launch clothing range

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The Metropolitan police is to launch a line of branded clothing and souvenirs to raise money for more police on the streets.

But brand experts have said the line is likely to draw most custom from tourists and foreign buyers, as the Met is not considered endearing enough among Londoners to create a huge demand.

The police force have signed a contract with branding company The Point. 1888, which created defining looks for clothing store Hobbs, the Tate galleries, the Battersea Dogs Home and trendy food chain Leon.

They hope to imitate the success of the branding of the New York Police Department – NYPD – which has proved a hugely successful brand in the United States.

Currently a small selection of Met Police merchandise – including a “Bobby Bear”, New Scotland Yard pen and a wooden toy police car – is for sale on the Transport for London website.

A trade publication reported earlier this month that a partnership between the Met was looking to raise money to invest in front-line policing and training, and had signed up The Point. 1888 with building a consumer products programme.

The NYPD has a successful range of merchandise
Image:
The NYPD has a successful range of merchandise

The branding company will now be looking to establish licensing agreements with a range of different retailers.

Will Stewart, the managing director of The Point.1888, said he hoped to “make a difference” with the partnership.

“I grew up in London, so to be able to generate revenue that puts more bobbies on the beat in my home town is an honour,” he said.

The initiative will work with Transport for London, which has created a recognisable and popular brand that is now plastered on products including stationary, posters and gifts in homes across the city.

The Met says it is not worried about the endeavour leading to people impersonating police officers.

“Absolutely no products will be produced which directly reflect the uniform of the Metropolitan Police Service and any product which attempts to do so will be charged with intellectual property infringement,” a spokesperson said.

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