'We're looking at a new market with more cultural background,' said P&M PR director Phyllisia Adjei. 'The range has changed – less bright oversized clothing, more polo shirts and suits.'
P&M is brokering a partnership with a moped firm to promote the range, which it will showcase early next year. It will also look to strike product placement deals.
'They just don't want to be associated with Ali G any more,' said Adjei.
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