LOS ANGELES — Hot Topic Inc. is stripping down to its skivvies with Blackheart, a new lingerie retail concept that will be launched in the middle of this month.
Cultivating an edgy, rock ’n’ roll sensibility, Blackheart, which uses the tagline “Love You to Death,” is sort of the garage-band lovers’ antidote to the preppy girls’ Victoria’s Secret Pink. The darker, subversive approach is what has distinguished Hot Topic, known for its pop culture- and music-related merchandise, from the rest of the stores in mall directories, and it believes that approach has legs outside of Hot Topic’s four walls.
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