The musician and producer of the Black Eyed Peas, will.i.am has lately teamed up with Blue Holdings, Inc., a designer, manufacturer and distributor of high-end fashion jeans, apparel and accessories. The two would be partnering to create an International Premium lifestyle denim brand ‘i.am Antik’, for the already successful Antik Denim Collection. The brand is all set to debut in August of 2007.
will.i.am, has also designed clothing for his group, the Black Eyed Peas, and has a background from Fashion Institute of Design. On the collaboration, he said, ‘I produce and write my own music, and the same creativity, energy and imagination I put into making music is the same creativity, energy and imagination I put into designing clothes. I am excited to collaborate with Antik to create a fresh remix of denim. I want to launch and market the clothes in a way that has never been done, combining music and fashion. I want to design the line and score it the way a composer scores a film and tour the collection like a band will tour an album. I want to make a fresh stylistic collection that everyone wants but limited and special to keep them looking for more.’
Paul Guez, CEO of Blue Holdings, ‘will.i.am is an amazing performer and producer and his ability to create and market a brand is without parallel. We approached will.i.am for this collaboration because, unlike most celebrities who want their own clothing lines based strictly on their celebrity, will.i.am is an actual designer with incredible passion for designing and he will be intimately involved in all aspects of the design and marketing process. We are convinced this partnership with will.i.am will greatly enhance the Antik Denim brand recognition and sales, both internationally and domestically for Blue Holdings, Inc.’
Source: Chronicmagazine
Image credit: Realone
