Channel 4, Insight negotiate with Garms Dealer

Sam Morgan (left) and footballer Paul Pogba in The Garms Dealer

Netherlands-based millennial-skewing channel Insight TV and UK pubcaster Channel 4 have teamed up for a lifestyle series focusing on a personal shopper for professional footballers.

The Garms Dealer has been greenlit as a five-part series for Insight TV while Channel 4 has commissioned a shortform version for social media.

The longform 5×22’ version will premiere this summer while the 5×8-10’ series will be available across C4’s social platforms globally and on All 4 in the UK.

The show, from London-based indie Zig Zag Productions, follows young fashion guru Sam Morgan as he dresses some of the biggest names in the English Premier League.

Morgan will join a number of his clients, including Dele Alli, Paul Pogba and Kevin De Bruyne, to talk about football and fashion before hunting down the best ‘garms’ and ‘creps’ for his celebrity clients.

Executive producers for the show are Daniel Riley, Danny Fenton, Matt Graff (Zig Zag) and Arun Maljaars (Insight TV).

Maljaars, Insight TV’s VP of content and channels, said: “Led by a young and exciting host, The Garms Dealer is a pure blend of fashion, football and influencers – the perfect millennial and Gen Z programming mix.”

Thomas Pullen, Channel 4’s digital commissioning exec, said: “We’re always on the hunt for brand new faces and fascinating stories to bring to our loyal audiences on social and we can’t wait to take them into Sam’s world of football, fashion and entrepreneurial skills. We’re so excited to see what it really takes to style some of the most talked-about sports stars in the world.”

Fenton, CEO of Zig Zag Productions, said: “We have been tracking the phenomenal story of Sam Morgan for a while now and as a young tycoon we expect audiences to be as inspired by him and his work as a concierge service to global football superstars as much as we have been.”