Belfast Telegraph

Chris Brown keeps his clothing line 'real'

Chris Brown's clothing line Black Pyramid is based on "individuality".

Chris Brown has promised to remain “real” while working on his brand Black Pyramid.

The Loyal singer launched his clothing line earlier this year (16) alongside Michael Prendergast, chief executive officer of Maxima Apparel, and the range is now sold in up to 400 stores around the globe. Discussing his thoughts on those working solely in the fashion industry, Chris insisted he’ll never follow their path and methods.

“Designers are almost, like, clique-y,” he told WWD. “I like being the leader of the underdogs because everybody’s fake. Everybody’s going to shake hands and be political so they can get to the next spot. I don’t do that. I’m just going to be real. If you like it, you like it. If you don’t, you don’t and then we have to move on.”

Black Pyramid recently opened a pop up store in Amsterdam, The Netherlands, which closed over the weekend (18Dec16) and others will follow in spots such as Milan and London. It’s part of Chris’ plans to expand into Europe, however it seems he won’t have much trouble as retailers in the continent are said to have placed orders of around $15 (£12) million to $20 (£16) million during 2016’s financial year.

The music star hopes to have free-standing stores within the next decade, adding: “We’re being focused. We’re not petty, angry, aggressive, we’re just strategic. So everything I’m doing is a step to better myself and to better my world for the people who actually believe in my artistry.”

Black Pyramid’s spring look book features the likes of will.i.am and Jenny Aoki and was shot by photographer Emanuele D’Angelo, who praises Chris for staying “true to himself” while designing. Pieces include a black bomber jacket with a red pattern and sweatpants.

“My brand is based on individuality, being your own person, self-awareness, enlightenment but also just being able to feel comfortable,” Chris noted. “Clothes are almost like a supersuit. It’s confidence. When somebody puts something on they feel good in, they feel confident, it feels nice.”

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