Showing your true colours with Win or Lose lifestyle fashions


Win or Lose is a premium British menswear brand. Here Alberto from Win or Lose tells us about the menswear lifestyle brand’s history and vision.

Our vison is all about: “Whatever your passion, sport, or lifestyle and whether you win or lose, always show your true colours”.

Win or Lose, was an idea that was born over a couple of pints, in a lovely pub in the Leicestershire countryside, in late 2014. A few friends, who have spent the last 20+ years in the textile and clothing industry decided to use their knowledge of sourcing, design, branding and worldwide retailer connections, combined with a love of sport, to create a premium British menswear lifestyle brand. Not only would the product and service need to be as good as, if not better, than established players in the market, the design and branding would need to appeal in a way that no other brand could, or has set out to do, before.

The concept of ‘showing your true colours’ is something that occurs to everyone, in some way, most days of their lives. Our concept is based on bringing out this theme in the design, look and feel of our online sports casual clothing range. Therefore, the phrase ‘whatever you passion, sport, or lifestyle, and whether you win or lose, always show your true colours’ has been adopted by the Win or Lose team. One of our team then came up with the idea of having a chameleon as our logo. We’ve christened him ‘Fred’, which is a lot simpler than spelling chameleon each time! You’ll be seeing and hearing a lot more of Fred over the coming months, as he becomes the voice and personality of the brand.

We’re passionate about great quality clothes, subtle yet contemporary design, and service that makes people want to come back for more. If we can make people happy, and have a little bit of fun along the way, then everyone will be content. Enjoy our brand, and let us know what you think:

A great gift to a friend or yourself!

You can see the full Win or Lose range at and use the Boyz code boyz20 for 20% off.


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