Mack Trucks has announced a licensing agreement with Poetic Brands, a specialist apparel licensee.
The collaboration will leverage Mack's storied heritage and recognisable brand assets, including the famous Mack Bulldog, the special 125-year anniversary logo and the trucks themselves. The ethically sourced collection will be available at multiple retailers across Europe beginning autumn/winter 2025.
"For 125 years, Mack Trucks has built a global reputation for reliability, durability and authentic American grit," said Cam Creech, senior manager of partnerships and licensing at Mack Trucks.
"This partnership with Poetic Brands allows us to extend our brand legacy beyond the highways and construction sites into thoughtfully designed lifestyle products that embody the spirit of Mack. We're especially excited to reach new generations of brand enthusiasts throughout Europe during our milestone anniversary year."
The comprehensive range will include adult and children's apparel, nightwear, socks, hats and bags, all drawing inspiration from Mack's rich visual heritage and core brand values. Poetic Brands brings extensive experience in translating automotive brands into distinctive apparel and accessories, with a portfolio that includes Ford, Shelby Mustang, General Motors, Goodyear, BSA Motorbikes and Le Mans.
