Hip-hop veteran LL Cool J has teamed up with corporate giant, Sears, to launch line of clothing by the rapper called LL Cool J for Sears.
The new line, according to Women’s Wear Daily (WWD.com), will consist of casual wear for juniors, girls, boys, and young men. It will also be sold at 450 of Sears’ 900 stores, with customized “shops in shops” also featuring the line.
Experts estimate the rapper’s line to earn as much as $100 million for Sears, which has seen a decline in sales throughout the year.
“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 will be featured in a nationwide television and print campaign in support of the new collection, while Sears plans to hold in-store contests where fans can win a chance to meet the rapper in the studio or on the set of one of his videos.
LL Cool J for Sears will range in price from $22-$50 dollars, and is expected to hit stores in September.
In other LL news, the rapper is gearing up for the release of his 13th album, titled Exit 13, which will be his final album under his contract with Def Jam.
It is not immediately known if he will re-sign with the label he’s been with since the beginning of his career.
Exit 13 is slated for release July 18.