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Front Up aims to fill market gap for rugby fashionwear

Frustrated rugby players and fans can breathe a sigh of relief – the gap in the rugby fashionwear market has now been well and truly filled by Front Up Rugby.

Front Up was founded in 2008 by Jon Allen to provide fashionable, rugby oriented clothing for males aged 16-24.

The range will expand over coming seasons and currently includes t-shirts, polo shirts, hoodies and sweats.

An exclusive Rugby World Cup range will launch in July incorporating enhanced branding.

With sales set to total £2.5 million in three years, Front Up’s objective is to become the UK’s number one rugby fashion brand

The company is currently looking for a rising British rugby star to become the face of Front Up.

Currently, Front Up focuses sales through its own website ( and Amazon Shop, as well as direct-to-consumer events throughout the UK.

Sales will expand into the wholesale arena via a concession in Debenhams from July.

The initial concession will be sited in the soon-to-be refitted Gloucester store near to the Gloucester rugby ground.

Further concession partners and wholesale accounts will be signed in due course.

Front Up is also the official merchandise partner for the second year running at the renowned Middlesex 7s tournament.

The company also has a presence at other major sevens tournaments and key rugby matches.

Jon Allen has a passion for brands and rugby, having established Front Up from scratch by developing the brand, supply chain and building a database
of over 15,000 customers.

“With the growth capital now secure and the bringing together of a first-rate team of highly experienced investors, I’m really looking forward to realising the true potential of Front Up,” he says.

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