Hard Rock International is offering limited-edition apparel designed by Pete Townshend and Roger Daltrey, with 15 percent of sales donated to City of Hope. The Who Signature Series XXVII T-shirts and pins are sold online at www.hardrock.com and in-store at Hard Rock Shops, Cafes, Hotels and Casinos worldwide.

“Roger and I have a rich history with Hard Rock International and it’s an honor to join some of music’s greatest legends for this important cause,” Townshend said. “It’s amazing that our design on a T-shirt can literally help save lives.”

Hard Rock International and Doug Morris, chairman and chief executive officer of Universal Music Group, collaborated to develop The Who Signature Series XXVII. This key fundraising program was first announced at the Music and Entertainment Industry’s 2008 Spirit of Life® gala. At the event, Morris was honored for his outstanding contributions to the community, music industry and significant fundraising campaigns, as well as his longtime support of City of Hope’s lifesaving research and treatment.

“The Who is truly one of the world’s most influential rock bands and an extremely significant part of Hard Rock’s history,” said Hamish Dodds, president and chief executive officer of Hard Rock International. “Not only did Pete Townshend help to start Hard Rock’s memorabilia collection, but The Who headlined the first-ever Hard Rock Calling concert in London’s Hyde Park in 2006.

“We are honored to have The Who become part of Hard Rock’s renowned global Signature Series T-shirt program and show our support for City of Hope and its mission.”

The Who joins a roster of famed rock icons — from Bruce Springsteen, Eric Clapton and Bono to Jon Bon Jovi, Shakira and John Lennon — as part of Hard Rock’s Signature Series T-shirt program. The effort has raised millions of dollars for charitable causes worldwide.