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The annual Grammy Awards are synonymous with fashion — not all of it good. But now the Recording Academy is launching Grammy Brand, a high-end line of men’s and women’s apparel and accessories, designed to help the organization make a year-round fashion statement and celebrate the role music plays in people’s lives.
This story first appeared in the August 30, 2007 issue of WWD. Subscribe Today.
Not specific to a genre or artist, “It’s really about the way music makes us feel,” says Evan Greene, chief marketing officer at the Recording Academy.
Created in partnership with brand builders duffy + duffy, the 70-piece collection includes embroidered shirts and leather jackets from 3J Workshop,
T-shirts and hoodies from JEM/Awake Sportswear, leather handbags and belts from Latino Royalty, jeweled purses and jewelry by Madeline Beth, luxury eyewear by Franco and shoes by Salpy.
Michael Eaton created original, hand-painted T-shirts and blazers for the line. “Being a musician-producer myself, it was important to have my designs scream the feeling music gives you — the feeling of a live show, the feeling of singing your favorite song at the top of your lungs, the feeling of ripping open a new CD.”
The collection can also make consumers feel good, as 20 percent of proceeds benefit MusiCares, which helps musicians in need, and the Grammy Foundation, which promotes music and arts education.
Launching in October at M. Fredric stores in California as well as 62 other accounts, Grammy Brand is priced from $50 for a T-shirt to $1,200 for a leather jacket and up to $7,000 for diamond-encrusted eyewear.