After taking…forever to launch the Todd Smith Collection LL Cool J has decided to team up with Sears to collaborate on a clothing line exclusively for their department store.
This will be a branded collection of juniors, girls, boys and young mens clothing for the retail giant. There will be a test of the collection by releasing it to 450 of the stores 900 retail locations highlighted in customized “shops in shops” featuring the clothing line.
Experts predict this line will generate sales in excess of $100 million dollars for Sears…how much of that pie will LL get a piece of?
LL said the following about the partnership:
“I have always had a hand in fashion in some capacity [as the face of brands such as Kangol and Fubu], but I have never embraced a brand the way I will embrace this,” LL Cool J told WWD.com. “The LL Cool J name is a brand I have been building for 25 years and I didn’t want to do this line with just any store. I wanted to wait until I felt comfortable enough to take the leap.”
LL Cool J branded line for Sears will be priced at $22-$50 dollars and released by September with the launch of a nationwide television and print campaign to market the new brand.
You can shop LL’s Todd Smith Collection online at DrJay’s.
Here is a look at a hoodie from the collection: