Belfast Telegraph

Thursday 17 April 2014

Levine disses trends

Adam Levine

Adam Levine has taken inspiration from his own wardrobe for his Kmart collection.

The American musician has designed a menswear range for high-street store Kmart.

Adam has taken inspiration from his own wardrobe and went into the venture with a relaxed approach to fashion.

"In a way I'm not into fashion," he admitted to People. "What I'm trying to do is something that in a lot of ways is the anti-fashion line, and not necessarily based in momentary trends."

With items such as T-shirts, sweaters and chino trousers, Adam's style is a far cry from the stereotypical rock star look. He instead looks to the past for inspiration when designing is own pieces.

"All the ways you'd think to dress - flashy, flamboyant or typically 'rock 'n' roll' - I like to stay away from that," he told WWD. "I like things that are basic, simple and timeless that can withstand different generations, that are classic now and were classic 50 years ago."

He was also pleased to have had such hands on experience with the line. He praises the company for allowing him to have a big input in the creative process.

"They allowed me to foster the thing personally. I loved that. There were no politics I had to deal with other than it being this fun, creative thing. It just felt like the right thing," he gushed.

"I think the prices of things tend to be a bit obnoxious. The things that I like tend to be sometimes unnecessarily expensive, so why not provide an affordable alternative and also have it be something that I love to wear, which is what the line is."

President and chief executive officer of Star Branding, Bernt Ullmann, is thrilled at having the Maroon 5 frontman design a collection for the store. He says Adam's involvement is helping boost customers and sales for the company.

"It looks as if Adam is succeeding in driving some new customers into Kmart, which is great, and it also looks that existing Kmart customers are responding, and the reality is that Adam is on television every week [as a judge on US TV show The Voice]. There is huge brand awareness and recognition," he added.

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