McLaren gets into boyswear with Marks & Spencer in a partnership that creates a "dynamic kidswear range intended specifically for the high street".

Here's the press release:

This week Marks & Spencer brought all the glamour, excitement and high-octane thrill of motor-racing to London. Lewis Hamilton and Heikki Kovalainen were at M&S Marble Arch to celebrate the launch of the 'Living the Dream' Collection, a Grand Prix-themed boyswear range, produced exclusively by M&S with Vodafone McLaren Mercedes.

For the first time ever, the Vodafone McLaren Mercedes Formula 1 team has partnered with a leading British retailer to create a dynamic kidswear range intended specifically for the high street. It has been inspired by the cutting-edge design and technology used by the Formula 1 team and the personalised logos and identities of the team's two drivers, British world champion Lewis Hamilton and Finland's Heikki Kovalainen.

Working in such close collaboration with the team has enabled the casualwear range to incorporate an incredible level of detail. Collection prints feature genuine technical designs created by the team's senior engineers, the tread pattern of a Formula 1 wet-weather tyre and both drivers' personalised crash helmet artworks also feature prominently. In addition, prominent badging, logos and rivet-detailing accurately mimic the textures, stitching and designs of the team's racing kit.

At the launch, Lewis Hamilton said: "My parents used to take me to Marks & Spencer when I was much younger, so it's an incredible experience to actually be a part of an M&S collection. To see the Living The Dream range available in store today actually makes me both proud and envious - proud to be a part of the range, obviously, but also extremely envious that such a cool collection of clothes was not around when I was a kid! This is one of Marks & Spencer's biggest every kidswear ranges and it's a real buzz to see myself, my team-mate Heikki and our whole team on some really cool clothes that will be worn by kids all around the country."

Lewis's teammate Heikki Kovalainen added: "As soon as I first saw the Living The Dream range, I was amazed at the style and quality of the clothes. It's a very cool range too. But seeing the collection in the shops really makes me appreciate the entire range - there's an incredible variety of items and some really great colours and styles. It's an incredible collection, with such a lot of variety, colour and style - and I'm really proud to see my name on the clothes and to see that our whole team plays a big part in it. I think the kids are going to really enjoy wearing these clothes - I know I would, it's a great collection."

Designed for children aged from five to 16, key pieces include boys' wardrobe staples such as logo hoodies, layered T-shirts and casual zip jackets. Prices start from £8 for logo T-shirts, £16 for sweatshirts and £20 for jackets and as of Saturday any item purchased from the range will be accompanied by a free Living the Dream Keyring.

To coincide with the launch, M&S is introducing a brand new website called livingyourdream.com. The site will carry a host of information about the range as well as offering kids the chance to enter the Living your Dream competition. Open to all children up to the age of 16, the competition gives fans the chance to win their 'dream' submitting details of something they've always wished for. Kids can be as creative as they like and enter in the form of a drawing, a poem, a recording or in writing. A panel of judges will choose one winner each month with runners up.