HMV launches new fashion line
HMV announced it will partner with Lee and Boxfresh, the popular UK clothing retailer, to launch its first attempt at a fashion line.
The move into the fashion arena is part of the entertainment group’s next phase as it moves from a standard retailer into a more ‘broad based brand’ in an effort to diversity its portfolio. HMV will create in-store areas dubbed ‘The Studio’ that will be predonminantly dedicated to men’s clothing and accessories. Brand names featured will include Lee Jeans, FLY53, Boxfresh and Eastpak.
The merchandise will arrive in stores by 1 September. HMV’s flagship store in London on Oxford Street will also be featuring Rocawear from popular rapper Jay-Z. HMV said that the new line is the perfect outlet for music and fashion to overlap and that the move was a natural progression in the company’s development. After its initial launch, the clothing line will then become available on the company’s website and potentially be sold at live music venues and local festivals.
The fashion venture is also set to see tie-ups between UK-rapper Kano and HMV. The rapper, who already works as a brand ambassador for Boxfresh, will also secure deals with denim brand Lee.
The launch of the fashion line will feature digs worn by Kano. The move follows on the heels of HMV’s recently launched digital download service as the music group seeks to expand in to other areas in the market.