Sears to offer LL Cool J Clothing Line

Sears, Roebuck and Co. is adding urban apparel to its product portfolio with the rollout of an exclusive line of clothing named for rapper LL Cool J. According to Sears, the clothing line will be carried in 450 of approximately 900 Sears stores this fall, with plans to increase distribution by holiday season.

Irv Neger, senior vice president of Sears Apparel, said the launch was "part of an ongoing commitment to increase our relevance in the apparel industry, and bring fashions to our customers that are both on-trend and affordable."

Sears also cited the artist's broad-based appeal and "staying power." LL Cool J has amassed 10 platinum records and won two grammys over a career spanning more than two decades; the rapper has plans to unveil a 13th album.

"In essence, we wanted a brand that would resonate with an existing customer who desired authentic streetwear," said Neger, adding that LL Cool J conversely wanted "an American icon retailer" to which he could entrust his name and vision.

According to Sears, the brand will first be offered in juniors', kids' and young men's apparel lines with future plans for expansion to include accessories.

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