Rapper joins forces with US chain store Sears
LL Cool J has joined forces with US chain store Sears to create a range of clothing for juniors.
The line, called LL Cool J for Sears, will see the rapper create clothing for young boys and girls, and will be sold initially in 450 Sears stores across North America.
Speaking to WWD.com, LL, whose real name is James Todd Smith, says having three daughters helped him decide on his designs: “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. 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 clothes will feature personal elements of LL, from a tattoo embroidered on a jacket, to lyrics from his songs on a T-shirt.
The venture is the latest in a string of branching-out moves made by the rapper, who has dabbled in acting and has written several books including a children’s book called ‘And the Winner Is’; a keep-fit book entitled ‘LL Cool J’s Platinum Workout’ and an autobiography called ‘I Make My Own Rules’.
The rapper previously designed a range of clothing for men called Todd Smith.
–By our New York staff.