(New York, NY) March 26, 2019 Greenlight, the rights clearance and licensing division of Branded Entertainment Network (BEN), and the Steve McQueen estate have announced the expansion of the Steve McQueen brand. The brand will seek best-in-class partners to create men’s apparel and accessory programs inspired by the iconic life and legacy of Hollywood legend Steve McQueen.

Equally at home on set and the racetrack, McQueen’s effortless style has endured. Drawing inspiration from his rebellious reputation and timeless look, new products will offer approachable, on-trend updated classics with a relaxed and rugged edge, echoing the legend’s own signature style.  Building upon the success of decade-plus partnerships with brands such as Barbour International, Persol, and Tag Heuer, the brand has already signed with MMC Eyewear for ophthalmic eyewear available throughout the European Union starting Fall 2019

“Steve McQueen was not only a movie star and racing enthusiast, he was a fashion icon,” said Tamra Knepfer, SVP, Greenlight. “While perhaps becoming a fashion icon was not something that McQueen set out to be, his carefree style, combined with Hollywood glamour, is a look that is both timeless and classic.  With proven success among our long-term licensing partners, we are excited to be expanding Steve McQueen into a lifestyle brand that will continue his legacy for decades to come.” 

McQueen left a timeless legacy as a Hollywood legend, motorsports hero and cultural icon. Known as the “King of Cool,” McQueen rose to heights of fame that few others have achieved. Through his career as an actor, he held forty-four roles and one Academy Award nomination for Best Actor.

Exulted for his antihero persona, the King of Cool has a reputation as the ultimate man’s man – admired by men and loved by women – and the Steve McQueen brand is a representation of this legacy.

“My dad always knew what to wear and how to wear it,” said son, Chad McQueen.  “His tastes were simple, to-the-point, and always looked cool. His style has lasted the test of time.”

“I’m so happy to see my grandfather’s style still being emulated today. There’s a reason he was called the ‘King of Cool’ and his fashion sense was a huge part of that.  We believe this line would have his coveted stamp of approval, and with his fashion choices being available to a greater audience, his legacy will continue to live on,” said granddaughter, Molly McQueen.  

For more information and to discuss merchandise rights opportunities for the Steve McQueen Lifestyle Brand please contact Ryan Kernan, Senior Director of Licensing, Greenlight at Ryan.Kernan@bengroup.com.