Hip-hop and fashion mogul Damon Dash, who launched his own streaming fashion television network, Dame Dash TV, last month with FilmOn, also plans to launch an app enabling viewers to shop the shows and movies.
Set to launch on Black Friday with the premiere of Dash’s directorial debut, the autobiographical film “Too Honorable,” which was coproduced by Kanye West, the app will allow viewers to buy the costumes, which are all from Dash’s Poppington label.
Poppington, the name of several pop-up art galleries and creative spaces that Dash launched around the country, has spawned a line of T-shirts, hoodies, socks, women’s swimwear and dog collars (Dash has three bulldogs). Raquel M. Horn, a photographer and Dash’s girlfriend, is the line’s creative director.
“I tried to merge the Internet and TV seven years ago, but the market wasn’t ready for it; they didn’t know how to monetize it,” Dash said. “But we observed what people were doing, so we know our audience. Now I’m ready to do my own Quentin Tarantino and Woody Allen.”
Of his previous fashion ventures — Rocawear with Jay Z, Rachel Roy and Charlotte Ronson – Dash said, “Those lines were other people’s points of view. Now I’m ready to design a line with my point of view.”
Dash has plans to launch a high-end men’s cut-and-sew line around Black Friday, but those items will be made to order. “I don’t plan to carry inventory,” he said. “But viewers can buy the T-shirts and things they see on the show, from the app.”
Other shows on the network, all produced by Damon Dash Studios, include “Intelligent Boss Moves,” “Hip Hop Motivation” and ‘The Secret to Ballin.” All are directed at budding entrepreneurs and will feature insight from guests including Snoop Dogg, Faith Evans and Chris Brown.
“If you want to do something these days, you’ve got to start digitally. Everything is online. If I do anything terrestrial, it will just be to drive traffic to the things online,” Dash said.