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Thanks to their continued sponsorship in the sporting community Hackett polo shirts have become a feature of some of the largest heritage sporting events such as the yearly boat race and international rugby. By pairing themselves with only the most elite sporting events they have secured their place as one of the finest British heritage brands. However as the brand strive to reach a younger audience do they risk losing the heritage appeal and becoming just another designer clothing label?

In 2007 Twilight star Robert Pattinson modelled for the Autumn winter range of clothing which was quite a change of pace for the brand. Instead of the usual sports sponsorship the brand had opted for someone very different. As you would expect this increased the brands allure with fans of the actors work. This was a very different market from the usual wearers of Hackett Polo Shirts.