Town centre shop lovingly restored as Rugby gets new clothes - The Rugby Observer
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12th Aug, 2022

Town centre shop lovingly restored as Rugby gets new clothes

Rugby Editorial 6th Nov, 2015 Updated: 27th Oct, 2016

A FACELIFT to a prominent town centre building has marked the arrival of a new clothing brand which celebrates Rugby’s sporting heritage.

Opening on Rugby World Cup final day, CV22 The Rugby Co. opened the doors of its flagship store on the corner of Sheep Street and Lawrence Sheriff Street, opposite Rugby School.

The brand’s polo shirts, ‘scrumbrellas’, scarves, cufflinks and watches celebrate four of the town’s proudest claims to fame – namely, the birth of rugby football, the origins of the England team’s white shirt, the tradition of awarding international ‘caps’, and the invention of the bladder ball.

Owner and former Rugby Lions prop Oliver Taylor, who has been renovating the former It’s a Gift store since buying it nearly three years ago, said it was sad that these stories were not more widely celebrated in Rugby.

He said: “I have played, lived and worked in Rugby for most of my life. I love the town and the sport, and I have always felt that Rugby has not been recognised for its importance to what is now a truly global game.

“Back in 2011 I identified a gap in the market for quality, British-made garments of the style I wanted.

“Soon after I had the opportunity to show a rugby-playing client of mine The Close at Rugby School. Seeing the way he was moved by the location, history and tradition convinced me that CV22 was relevant and exciting and I had to ‘make it happen’.”

Oliver is also starting a ‘wall of ties’ where anyone bringing in their rugby club tie will be given a CV22 tie in exchange, as is the custom on tour. The ties will then be featured in the store.

The company now employs five staff which is set to grow, while new collections including women’s range Truly Madly Rugby are being developed.

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