French denim brand Japan Rags, the menswear collection of Le Temps des Cerises, signed a three-year sponsorship agreement with the Renault F1 team. The new logo, slightly modernized, will be visible on the radiator of the racings cars. „Japan Rags and Renault F1 team are two French enterprises with an exceptional know-how: one in the manufacturing of jeans, the other one in automobiles. Both share a passion for excellence, performance and authenticity,” commented Gil Richardière, Co-founder and CEO of Le Temps des Cerises.

Ten years after the launch of the collection and a growing acceptance by clients in the age between 15 and 25 years, who are very interested in the Formula 1 racing sport, the jeans brand hopes to receive an ‘exceptional media feedback’ thanks to this new partnership and to amplify the international awareness of the brand.

Japan Rags is a genuine specialist in authentic jeans and runs 35 self-operated shops in France, a dozen of corners and is offered in 600 multibrand stores. New affiliates are planned in Spain and Switzerland to have 1,000 points of sale in Europe altogether.