Norton, which is to relaunch a road motorcycle, is backing the brand with a licensing program from spare parts to clothing.

"We see fabulous potential across the world and our recent launch of the U.S. program in Las Vegas has confirmed the immense interest in the Norton brands," says Tony Norton, head of Norton Global Brands.

"Initial positioning will be mid- to high-end fashion products that will generate PR, prestige and consumer demand," says Julie Hartigan, Newman International Group managing director. "Heritage and excellence is at the heart of this brand and will be reflected in all of the Norton Merchandise released."

Phase 1 of the launch will include apparel and accessories. Phase 2 will see the launch of protective gear including helmets and footwear and other categories, including jewelry.

"This is the beginning of a new and exciting era in a brand that was started over 100 years ago by James Lansdowne Norton," says Hartigan. "It has sustained ups and downs over the years but still stands for performance and excellence."