A CLOTHING label that counts Madonna and Mick Jagger as fans has hired a Teesside firm to drive its business forward.

Design brand Rude, known for its quirky T-shirts, has appointed Middlesbrough marketing consultancy Rocket Science to help it expand.

The label came to prominence in the North-East for its work re-designing merchandise at the Baltic arts centre in Gateshead, incorporating Geordie slogans on T-shirts, such as "purely mint", "why aye chicken pie" and "belta".

Abi Williams, creative director at Rude, said: "We have a very close affinity with our customers who tend to have a strong emotional link with our brand.

"However, to continue growing at the same pace we really need to have a much more in-depth knowledge of who our customers are.

"If Rocket Science can help us to understand where they live, what products they buy, what makes them tick, and what they look for in the Rude brand, it will enable us to develop the business much more effectively."

Vaughan Lonsdale, creative director at Rocket Science, said: "It is very unusual to find such a brand that understands the importance of customer knowledge. However, Rude realises that this information is crucial if it wants to grow its target audience effectively."

Rocket Science will also help Rude find major brands as potential partners for its Let's Make T-shirts concept, where customers can select the T-shirt style, colour and image they want, and it will be printed for them on the same day, then delivered packaged in a pizza-style box.

The concept has already been sold to PlayStation, which has asked Rude to provide Let's Make T-shirt concessions at its major gaming shows, where a number of designs unique to the PlayStation brand will be available for printing.