Belfast Telegraph

Monday 22 September 2014

Kravitz reveals new collaboration

Lenny Kravitz

Lenny Kravitz is working on a fashion line with California retailer Fred Segal.

The American rock star has teamed up with the Californian retailer to create a collaboration called Fred Segal x Kravitz Design.

Featuring around ten unisex items in his range, Lenny will be offering clothing, travel and fashion accessories as well as a custom-made motorcycle. The 49-year-old musician dreamt up all the pieces in his collection and prices will start at $100 for the smaller items, up to $100,000 for the two-wheeled vehicle.

Lenny is pleased to be a part of the brand as he has always enjoyed visiting their stores.

"I grew up shopping at Fred Segal and have always felt connected to the brand and what it stands for - a vibe of laid-back luxury that resonates far beyond Los Angeles," he told WWD.

Adam I. Sandow, owner of Sandow brands who acquired Fred Segal last year, thinks Lenny's visions fit in well with the company's style. He had no other choices in mind when picking a star to team up with the label.

"When we thought about launching Fred Segal's first designer collaboration in 50 years, we approached Lenny and his team at Kravitz Design," Adam added. "With his LA roots, sense of style and impeccable eye for design, Lenny really understands the Fred Segal brand and aesthetic. He was the perfect partner for our inaugural exclusive collection."

Lenny's first products from the line will be available in stores in the second quarter of next year, with ten products set to be on a rolling schedule over a period of 12 months. It is part of a plan to start up a wholesale business in 2015 based around the line.

© Cover Media

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