Rapper Ice-T to Debut Men's Line at MAGIC
Rapper and actor Ice-T will join the growing list of hip-hop artists with apparel lines as he debuts his menswear collection, IceWear, during MAGIC International.
AmeriCo Group will distribute the line and initial deliveries will hit stores this July. The line will feature washed and sandblasted denim, velour sets and other items.
“My vision encompasses West Coast to East Coast, high fashion to street,” said the rapper. “The inspiration comes from L.A.’s Cholo and low-rider culture and New York’s street tension. I am confident IceWear’s distinct style and respected image will have an enormous effect on urban fashion and be incredibly successful.”
Added Eli Harari, president and chief executive officer of AmeriCo Group: “The urban hiphop culture is on fire and has emerged as a dominant force within the American pop culture today. In order for this force to maintain its street respect dominance, it must be designed and marketed by the right people. Ice-T knows the street better than anyone else, and he knows the right people to make this happen.”
Retail prices will range from $40 for knit tops to $125 for velour jog suits. The collection will be targeted for distribution in department and better specialty stores. The company projects retail sales will reach $100 million the first year and plans to expand the brand into categories such as juniors, boyswear, footwear, outerwear and accessories. —Robert McAllister
