JCB takes its worksite style to the catwalk

It may be early but critical decisions on Christmas stock have already been made by retailers and suppliers.

One unlikely outfit, however, is bidding for a share of the lucrative clothing market. JCB, better known for making the distinctive yellow diggers, has taken to the catwalk today to introduce its first fashion range.

Working on the basis that anything fellow construction company Caterpillar can do, it can too, JCB is hoping its famous brand logo will become as essential in fashion wardrobes as it is on the building site. Caterpillar has notched up considerable success in the youth male market with CAT boots and jackets.

Future ranges will include clothing and toys for two- to nine-year-olds including hard hats and diggers.