Itchcom to assist Chunk in T-shirt marketing and PR

Cult clothing manufacturer Chunk has hired creative consultancy Itchcom to handle PR and marketing for its youth-oriented line of T-shirts and tops.

Itchcom, which won the brief after a word-of-mouth recommendation from another client, comics publisher com.x, will seek to build on Chunk's early successes at selling its line of T-shirts featuring cut-away illustrations from the classic JH Haynes Car Manuals.

The main challenge for the agency will be to raise the profile of the JH Haynes T-shirts - featuring illustrations of vehicles such as the Capri, Reliant Robin and VW Beetle - and a new line of clothing that will feature Hanna-Barbara cartoon characters such as Hong Kong Phooey, Penelope Pitstop and Dastardly and Mutley.

Itchcom co-founder Chris Rickwood said the T-shirts had gained cult appeal through word of mouth and were stocked in niche outlets such as fashion store The Dispensary.

But he said the agency would be seeking to raise media exposure by getting the clothing used in fashion shoots and by targeting style magazines and national newspapers' style sections.

In around six months the agency will also extend PR operations to the US and Japan.

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