By  on February 21, 2018

Marcus Lemonis of CNBC’s “The Profit” has partnered with Lisa Shaller-Goldberg, president and creative director of Minnie Rose, to launch a brand called Threads of Privilege.The first season of Threads of Privilege will officially drop its fall capsule at Coterie next week in booth 5449 at the Javits Center, across from the Minnie Rose collection.The new line of Threads of Privilege features cashmere essentials including zip hoodies, pullovers and track suits, with a goal to elevate streetwear. There are oversized streetwear-inspired staples and contemporary sweaters with graphic elements. The standout item of the capsule features the brand name “Privilege” spelled out around the entire neckline. The line wholesales from $92 to $604.Financed by the Marcus Lemonis Fashion Group, the capsule is being shown at the Threads of Privilege showroom at 264 West 40th Street, Suite 702 in New York, and the Marcus Lemonis Showroom West at 127 E. 9th Street, Suite 401 in Los Angeles.The name “Threads of Privilege” was chosen to make a statement for the freedom of creativity and self-expression.“I love and respect the brands that Lisa has developed in the past, and know it’s the right moment to join forces with an amazing designer who can expand the product offerings in my fashion group to create something unique and of-the-moment,” said Lemonis.Schaller said that her inspiration stemmed from her 11-year-old son and the labels that he wants to wear. “I take him to all of the streetwear stores downtown [in New York City] and became fascinated by the whole culture. It became our way of bonding through fashion. I designed the capsule and key elements that are on trend while looking to younger generations for streetwear inspiration, blending the relationship between playful and edgy conceptual design,” said Shaller-Goldberg.In addition to designing Minnie Rose, Shaller-Goldberg was previously a driving force behind such brands as Juicy Couture, Ugg Australia, True Religion and Hard Candy, which she handled at her sales, marketing and branding agency.Lemonis, an entrepreneur, investor, TV personality and chairman and chief executive officer of Marcus Lemonis LLC, is known as the “business turnaround king.” On “The Profit,” he lends his expertise to struggling small businesses around the country and judges businesses based on a “Three P” principle: People, Process and Product. He has spent the last few years expanding his collection of fashion businesses with such brands as Inkkas Worldwear, Flex Watches, Printed Village and Susana Monaco. He also owns several national fashion retail chains including Marcus, Denim & Soul and Runway, all of which will offer the Threads of Privilege capsule. The line is expected to be carried in specialty boutiques around the country.

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