50 Cent: My pants rule!
50 Cent’s “amazingly creative” personality made him perfect for his latest underwear gig.
When the rapper rose to prominence he was known for performing bare-chested with an inch of his undergarments poking over the top of his jeans. So it’s fitting that his next business venture is creating smalls for men.
He has teamed up with Fargo, which was founded by Mathias Ingvarsson, for the collection, called Frigo Crown designed by 50.
“My inspiration for this line came from the idea of the hierarchy of living, which is why you will see the crown as a constant throughout the designs,” 50 told WWD.
The hip-hop star is one of the investors in the brand, but fans needn’t think this is a way to get a cheap piece of the star. The underwear line also includes T-shirts and the lowest priced items come in at $100.
It may sound like a lot, but the company is renowned for its cutting edge undies. Its offering is made of a special material which helps cut down on sweating and is already stocked in many US retailers such as Neiman Marcus.
“50 is a dream partner for Frigo, and we couldn’t be happier that he is designing his own line. He is amazingly creative and his attention to detail is immaculate, which will be transparent in his collection,” Mathias said.
50 first spoke about the venture in December last year, when he explained why he felt the large price tag was fitting for the offering.
“This $100 underwear were actually hand-created and actually hand-stitched,” he told talk show host Seth Meyers. “They have a technology in ‘em where you can put your man apples… for you to place your sack in another sack that has been ergonomically-designed for comfort.
“But you know, women spend so much money on lingerie, it’s the right project for men.”
The star’s deal with the company is worth $78 million.
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