After more than ten albums, a television show, and a string of movies, LL Cool J is jumping into uncharted territory: women’s apparel.
The New York emcee has signed a deal with Sears to launch LL Cool J for Sears, a collection that will cater to juniors, young men’s, boys’ and girls’ casual wear. Sears’ partnership with one of the game’s pioneers is an effort to increase its market share among shoppers looking for urban casual wear.
Executives for the company see lots of potential for the LL Cool J inspired brand.
“We know this [urban] customer is in the store, but it’s a customer we weren’t reaching. With this brand, we see tremendous growth opportunity,” said Irv Neger, the company’s senior vice president of apparel told Women’s Wear Daily.
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If the initial talk from Mr. Smith is any indication, the forthcoming brand may have more success outfitting women than other Hip Hop inspired clothing lines of the past.
“I was raised by a matriarch, I have a wife and three daughters, so I know what women are looking for when they shop for clothes,” he said. “My main concern with juniors is to make sure the fit is right. The fabrics have to feel nice on a woman’s body, but sizing and fit are very important. I know that if she comes in, puts it on and it doesn’t fit, she won’t come back. Clothes have to make a woman feel good, relaxed and sexy. We are going to be constantly looking at fine-tuning the fit and we’ll get it right.”
The collection will be modestly priced at $22-50 and will hit store shelves in September.
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LL Cool J‘s recent song with Lil Mo “I Cry” can be heard [click here to listen].
