LL Cool J does not look as happy as he were last year when his clothing line was launched at Sears. Actually, we’ve read this on WoooHa.com a few months ago, but we tried to keep things in the positive light. But today, it’s heavily rumored that Sears will cut off LL Cool J’s clothing line which was launched last year. So far there’s no comments from LL Cool J since his Exit 13 campaign back in September.

Sears insiders sound a bit desperate when asked for comments about this situation.

“At this point, we are still offering [the line] for fall back-to-school. We’re working on the assortments right now and might edit some things as we see what’s resonating.”

The insiders also revealed that the reason behind this cut-off is the effect of the bad economy and little interest from the public.  Although there’s no official statements right now, but as of this minute LL’s apparel is offered at 50 to 75% discount at retailers and at Sears online.

**UPDATE**

Finally LL speaks up about the rumor, clearing things up.

“My partnership with Sears has been a great success and I look forward to our continued working relationship providing affordable clothing for American families.”

The Sears PR dept. also issued an official statement regarding the rumor:

“Sears values its partnership with LL Cool J and will continue its commitment to providing the LL Cool J collection to its customers, both in-store and online.  The collection is characterized as affordable, iconic apparel for the family and represents an important breakout brand in Sears’ wide assortment of tees, denim and hoodies.”

Source 1, Source 2

Source 3

LL Cool J took the plunge in the fashion world in the mid ’90s when he introduced FUBU, the loud and about urbanwear.  Afterwards he launched Todd Smith, an upper-level clothing line, named after his 11th album, and then TS, the less glamorous but still stylish brand following Todd Smith.

The buzz on the new Sears line is huge, as it follows back-to-school season.  We wonder, though, whether the new generation who are more familiar with the likes of Soulja Boy, even know LL.  But we’re not that worried, because we figured the merchandise will sell themselves at $24 for t-shirts, $50 for denim and $60 for outerwear.

LL said the work of photographer Mark Seliger is the focal point to the success of the LL Cool J for Sears campaign.

“Mark Seliger and I have been collaborating on various projects for years,” LL explained. “He photographed me for his first Rolling Stone cover. Now, years later, we have reunited with him shooting my first campaign for Sears. Mark’s photography is able to convey the heritage of the LL Cool J brand and expertly captures the collection.”

The campaign is scheduled to appear in the October 2008 issues of Spin, Vibe, Seventeen, CosmoGIRL!, and Cosmopolitan.

We’re yearning for some sneak peeks, though.  Gonna update everybody on this!