FASHION FIX: Lleyton Hewitt enters the fashion game, looks to build a brand

Another tennis fashionista: Could you be wearing the above image on your tennis gear? Would you want to?? Lleyton Hewitt seems to think you will. The Aussie hot-head and his management team are in the process of developing and trademarking his famous "C'mon" battle cry and a logo based on the hand signal called "the vight" for branding purposes. Lleyton told Austrailan Tennis magazine,

"It's funny — I walk down the street and everybody says 'C'mon.' They copy me for doing my signal. I'm not quite sure how to describe that signal, there's no real word for it. So we've trademarked 'C'mon.'"

But the future Lleyton Hewitt brand won't be limited to tennis clothing.

"We're going to try and push ["C'mon"] as much as possible as my brand, and get it out there in the marketplace, make shirts for kids, golf shirts and different kinds of stuff like cargo shorts."

Lleyton wasn't the first tennis player to use "the vight" hand sign, however. It was invented in the 1980's by Niclas Kroon, an obscure Swedish tour player, and later made famous by Mats Wilander. The word "vight" is loosely translated to mean "for sure".

(via TheAge.com)