Joint ventures between retailers and celebrities are not new in the urban fashion biz. WWD reports that the latest to mix fashion and music is urban fashion retailer, Downtown Locker Room (DTLR), and the hip hop duo, Clipse. Back in November, Clipse created the “I’m Good” T-shirt exclusively for DTLR. “I’m Good” is the title of their first single from their newest album “Til the Casket Drops” which was released on December 8, 2009. The album features Pharrell Williams, who also acted as the executive producer of the album.
This is DTLR’s first collaboration with a musical act. Shawn Caesar, president of Unruly Records which is DTLR’s marketing and entertainment division said that this isn’t the first time DTLR got offers to collaborate with other artists:
“We’ve declined the other offers. But Sony [parent of Clipse’s record label, Columbia Records] took the time to sit with us, listen to our concerns and was very accommodating. We met the artists, got design input and quality assurances. All members joined forces to create a product the urban fashion customer would enjoy.”
Like other retailers that have collaborated with celebrities, DTLR is looking to tap Clipse’s fans, but what about the music side? Anthony Ellis, vice president of marketing for Sony Music said it’s a mutual thing:
“We wanted to create a partnership with a lifestyle retailer that directly struck a chord with Clipse’s core fan base in an innovative way. T-shirts are a staple of the urban fashion lifestyle, so what better way to connect with fans than through this?”
The DTLR “I’m Good” t-shirt can be yours for $24.99 each and was a hit in Baltimore and Virginia. Watch out for visits by Clipse to Boys & Girls Clubs in DTLR markets where you can purchase the mixtape and CD, also meet-and-greet sessions at DTLR stores through December. Here are the first two schedule of meet-and-greet sessions:
Thursday, December 10th, 2009 at 6 PM
DTLR Mondawmin Mall, 2401 Liberty Heights Avenue
Baltimore, MD 21201
Saturday, December 12th, 2009 at 3 PM
DTLR Ford City Mall, 7601 Cicero Ave
Chicago, IL 60652
Meanwhile, you could get Clipse’s newest CD: “Til The Casket Drops” ($11.94) right here, right now.