Coca-Cola, the world's biggest soft drinks company, is to launch a range of fashion and sports clothing in the first significant extension of the Coke brand.

The Atlanta, Georgia-based company, which has almost half the global soft drinks market, is signing up partners and franchisees worldwide to manufacture and market the Coca-Cola Wear label. Britain will be the first European market for the new line, which will also be rolled out in the US and other important Coke markets worldwide.

The range, which will include jeans, sports clothing and other casual items, will be sold through concessions in department stores and fashion outlets. There are expected to be variations in the range according to national taste.

"The range will be designed to connect back with the brand," the company said yesterday. "The clothes will reflect Coca-Cola's values of authenticity, genuineness and part of people's lives - they will be the kind of thing you'd wear when enjoying our drinks."

Coke already licenses the use of its logo, can design and other symbols for more than 10,000 products, including clothing, in 40 countries.