Marks & Spencer has joined forces with the Imperial War Museum to bring some retro-styled patriotism to the male grooming aisle.

Rolling out next week, the IWM Rally Round The Flag bath and body range comprises five vintage-themed gift packs. Designed to celebrate patriotic pride - and sold under the strapline ‘Every Fit Man Wanted’ - the collection would exploit the growing trend for retro-inspired products, said M&S.

The range was being launched into a male grooming market up 3.7% by value year-on-year [SymphonyIRI 52 w/e 8 September 2012], and there was an opportunity for a brand that was not designed simply “to get the girl or flatter the sleek metrosexual”, said Pi Global director Amy Bridgman.

Against a backdrop of Olympics and Diamond Jubilee-fuelled patriotism, it made sense for M&S to team up with another British institution to create toiletries “for the man who is old enough and wise enough not to take himself too seriously,” added Bridgman.

Produced under licence by SLG, the IWM Rally Round The Flag collection comprises a soak (rsp: £6), kit bag (rsp: £15), ration pack (rsp: £9.50), shower gel & mug (rsp: £7), and a soap (rsp: £4). It is joined on shelf by two new exclusive M&S fragrances: Savile Row-inspired Eau de Toilette (rsp: £25) and Collezione Eau de Toilette Coffret (rsp: £15).

The retailer is also targeting men with a new gift range based on cult sci-fi puppet show Thunderbirds, including a wash bag (rsp: £12).

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