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Sears to launch exclusive apparel line by LL COOL J
May '08
Irv Neger, Senior Vice President, Sears Apparel, issued the following statement:

As 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 will be rolling out an exclusive LL Cool J clothing collection in its fall assortment.

The collaboration between LL Cool J and Sears is the result of significant research on our part to choose an aspirational label that can be accessible to all.

Key considerations in this selection included choosing a persona that had broad demographic appeal, representing the true cross-section of the American public that Sears embodies, and working with someone who would be committed to making the good life attainable to our customers.

Not only is LL Cool J a pop culture phenomenon, his legitimacy and his talent have stood the test of time. His career has spanned more than two decades, culminating in 10 platinum albums, two Grammy awards and an NAACP Image Award in recognition of his contributions.

His staying power and his wide appeal are evidenced in many upcoming endeavors that will include the debut of his 13th album, a new television series, and film opportunities.

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

Both LL Cool J and Sears have a history of being originators. As such, LL Cool J's line will speak to that shared story as well as reflect his artistry, his invention of an industry in addition to his longevity in multimedia, and his commitment to his family.

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