Get Smart For Hearts With Alfa Romeo Charity Pocket Squares And Support Heart Research UK

SLOUGH, UNITED KINGDOM – Sept 4, 2012: Alfa Romeo has launched a new campaign in aid of national heart charity Heart Research UK, encouraging fashion conscious members of the public to ‘get smart for hearts’ by wearing one of six specially designed pocket squares to support the charity’s fight against heart disease.

The limited edition pocket squares, priced at £14.99 each, are handmade in Italy using 100% Italian silk and designed by some well-known faces from the worlds of sport, business and fashion.

Design contributions have come from Dragons Den star and entrepreneur Peter Jones CBE; Team GB long jumper Chris Tomlinson and actor Tom Ellis, together with fashion label PPQ and 2012 Alfa Romeo Young Designer of the Year Janine Clark.

Marking a landmark anniversary for Alfa Romeo, a sixth pocket square design celebrates 50 years of the Giulia. Launched in 1962, the Alfa Giulia was renowned for its style, performance and innovation, selling over a million examples during its 15 year production run.

Heart Research UK funds research into the prevention, treatment and cure of heart disease. Since its launch 45 years ago, the charity has awarded grants of over £20.5m for research into new treatments and techniques as well as healthy heart lifestyle initiatives.

Pocket squares, the fashion accessory à la mode among the sartorially inclined, have enjoyed a resurgence in popularity thanks to the likes of the Mad Men wardrobes and dapper Brit style icons such as actors Benedict Cumberbatch and Matt Smith, and musician Tinie Tempah. Major fashion labels including Dolce & Gabbana, Dunhill, Hermes and Louis Vuitton have all produced pocket squares as part of their recent collections.

Percy Parker, co-founder and designer at PPQ, says: “Pocket squares add colour and individuality to any formal wear. From business suits to black tie, they’re a must-have accessory for any well-heeled gentleman. With these limited edition Alfa pocket squares, now you can look the part, whilst benefitting a great cause.”

Just 6,000 Alfa pocket squares have been produced, going on sale from 3 September and available online from www.alfaromeo.co.uk/pocketsquares in participating Alfa Romeo showrooms. September will also mark a dedicated month of fundraising for the campaign, with nationwide support from Alfa’s dealer network.

Peter Jones CBE says; “This is a great project to be part of and I’m delighted with how my design has turned out. These accessories are beautifully made, stylish, sophisticated and they benefit a fantastic charity. So ‘tailor your ticker’ and show some heart for the great causes being helped.”

Damien Dally, Head of Brand, Alfa Romeo UK says: “Alfa’s brand strapline is ‘Without heart, we would be mere machines’ and that’s a poignant message for this campaign. We’re delighted to be supporting Heart Research UK’s important cause with a project that raises money and awareness through fashionable style. So get smart for your heart and wear a pocket square with pride this year.”

Barbara Harpham, Director of Heart Research UK, said: “It’s great that Alfa has risen to the challenge and come up with a really innovative way of raising money for us. Fashion has such a powerful pull, and with Alfa’s strong branding this is a great partnership which will hopefully prompt more people to support us in our important work.”