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After bandmate Will.i.am’s launch of a licensed men’s collection at Project in September, Black Eyed Peas musician Taboo is getting into the fashion game as well, via a line of cobranded sneakers with footwear maker Jump. The $298 sneakers will be available exclusively at five Saks Fifth Avenue stores this month, with distribution expanding to other high-end retailers in February.
This story first appeared in the November 12, 2009 issue of WWD. Subscribe Today.
“The moment I wore my first pair of Jump shoes I knew there was something extra fresh and unique about them,” said Taboo, whose given name is Jaime Gomez. “It went perfectly with my style and it had such a great fit while I performed on stage. I’m so honored to have the opportunity to collaborate with such a great company.”
Jump Corp. is a New York-based footwear maker that was founded in Taiwan in 1975. This year, the company launched Jump Deluxe, a line of fashion-forward sneakers, at Bloomingdale’s, Saks Fifth Avenue, Zappos.com and Amazon’s Endless.com, which was the foundation of the new Taboo collaboration.
“The Jump Deluxe brand was created in response to the luxury sneaker trend that we saw happening with designer labels like Lanvin and Dior Homme,” said Victor Hsu, marketing director at Jump. “But our versions are at a more accessible price, from $168 to $298.”
The high-top sneakers in the Taboo X Jump collection are available in four colors and feature exposed zippers and fake lizard trim in bold metallic hues. The designs will be packaged in co-branded satin bags and drawer boxes.
Taboo receives a royalty from sales of the sneakers, and Jump plans to create another collection with the musician next season. “We definitely want to use his star power as much as possible,” Hsu said.
The Black Eyed Peas are riding high this year on the strength of their chart-topping album “The E.N.D.” In September, they broke a 51-year-old record by remaining in the number-one position of the Billboard Hot 100 for 20 consecutive weeks with their hits “Boom Boom Pow” and “I Gotta Feeling.”