Homegrown retail powerhouse Penshoppe suits up yet another of the world’s hottest names in music and pop culture today with its latest endorser, UK band One Direction.

Members Harry Styles, Niall Horan, Zayn Malik, Liam Payne, and Louis Tomlinson started out in the competition as solo artists, but were eventually put together as a group to form a boy band by Simon Cowell, the show’s producer and also one of its judges.

The group was signed by Columbia Records after finishing third on The X Factor and has since churned out some of today’s most-played hits, the most popular of which so far is chart-topping single “What Makes You Beautiful.”

One Direction has sold over 12 million albums, singles, and videos worldwide, with even a British publication dubbing 2012 as “The Year of One Direction”.

With their refreshingly young, hip, and energetic appeal, One Direction easily represents what Penshoppe is all about. Whether it’s for a music video or live concert performance, the popular boy band maintains a signature tailored look that highlights key pieces from the brand they are now endorsing, with the members often seen in button downs or piqué shirts paired with comfy jeans, sneakers, and a cardigan or jacket.

Decked in clean and crisp, preppy and dressy outfits from Penshoppe, the brand’s signature look—basics with a touch of sophistication and sexiness—is the perfect match to the casual, laid-back, yet put-together style and attitude that the boys of One Direction are known for.

“We are very happy to welcome One Direction to the Penshoppe family,” says brand director Alex Mendoza. “As a brand with an already-established look, we are particular about who we choose to represent the label and how they reflect our fashion aesthetic and overall image, and One Direction fits the bill perfectly. They’re fun, fresh, dynamic, and exciting—qualities that are characteristic of the Penshoppe brand and its signature pieces.”