Mack Trucks Announces Partnership with Poetic Brands for European Apparel and Accessories Line
GREENSBORO, NC (May 28, 2025) – Mack Trucks, celebrating its 125th anniversary as one of the world’s most iconic manufacturers, today announced a licensing agreement with Poetic Brands, a specialist apparel licensee. The pan-European license grants Poetic Brands rights to design, manufacture and distribute adults’ and children’s apparel and accessories featuring the legendary Mack® brand.
The collaboration will leverage Mack’s storied heritage and instantly recognizable 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.
“Is there a single reason for the enduring popularity of Mack Trucks? The term ‘iconic’ pretty much sums it up,” said Elliott Matthews, managing director of Poetic Brands. “This is a name with a rich heritage, both on the road and in design terms, offering instantly recognizable assets and imagery that will look amazing on adults, kids and more. We are honored to be working with this powerhouse brand.”
Founded in 1900 by brothers Gus and Jack Mack in Brooklyn, New York, Mack Trucks has been a cornerstone of American manufacturing and industrial achievement for more than a century. From building America’s infrastructure to supporting military efforts in both World Wars and constructing the Brooklyn Bridge, Mack’s legacy of dependability and innovation continues to resonate across industries and cultures worldwide.
For more information about Mack Trucks and its 125th anniversary, visit www.macktrucks.com.
CAPTION: Mack Trucks, celebrating its 125th anniversary as one of the world’s most iconic manufacturers, today announced a licensing agreement with Poetic Brands, a specialist apparel licensee.
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