Fetish by Eve is the clothing line by the hip-hop music songstress Eve. Born in Pennsylvania, she started her music career in 1998. Her success came in 2001 after hit single “Let me blow ya mind”, a collaboration with Gwen Stefani, landed them a Grammy for Best Rap/Sung Collaboration. She dabbled into acting a couple of years later on her sitcom, Eve, where she played a fashion designer. Who would have known her starring role will be extended to reality?
Two years later, Eve became a real life fashion designer by launching Fetish by Eve. The brand was already on its beginning stages to production, but due to unexpected conflicts with manufacturer Innovo Group, Fetish’s license became “mutually terminated”. In a statement from Jay Furrow, CEO of Innovo Group, he reveals, “There is no denying that both parties worked extremely hard in all respects to create, develop and successfully launch the Fetish brand. While there were some differences of opinion during the course of the relationship, we believe that the amicable settlement resolves the issues that both Blondie and IAA have faced during the course of the relationship.” Apparently the hip-hop artist’s ideas of making a classy, sophisticated, and feminine line clashed with the manufacture’s initial concept of the brand.
After that incident, Eve had no plans venturing into the apparel industry again; that was until a new partnering company came knocking on her door. Signature Apparel, a New York based manufacturer and distributor wanted to work with Eve and Fetish. She welcomed the offer but voiced her concerns if she went through with making a clothing line. She wanted Fetish is to be a modern, fashionable line with impeccable fabrics. After some deliberation, the partnership pressed on and Eve premiered the re-launching of her brand at the fashion trade show Magic Convention in Las Vegas.
Currently, the line consists of jeans, casual, little black dresses, contemporary tops, sweaters and hoodies. Later it expanded to handbags, accessories, and even a men’s line. Fetish clothing is available at Macy’s, Against All Odds, Up Against the Wall, Dr.Jays.com and other specialty retailers.