LOS ANGELES — People’s Liberation Inc. is taking rocker Tommy Lee to Bloomingdale’s.

This September, the Mötley Crüe drummer will launch at Bloomingdale’s PL for TL, a limited group of jeans, hooded sweatshirts and hats that are inspired by his tattoos and produced by Los Angeles-based People’s Liberation.

With up to 15 stockkeeping units combined for women and men, the collection will wholesale from $60 to $70 for hoodies and $89 to $109 for jeans.

Jeanne Sottile, Bloomingdale’s vice president and divisional merchandising manager for contemporary, said the store has been working with People’s Liberation and other companies to develop exclusive product for the New York-based retailer. The first shipments will arrive in Bloomingdale’s top 10 doors and then roll out to other locations, she said. Bloomingdale’s will have PL for TL exclusively for a month before People’s Liberation sells it to other retailers, she said.

Joining an increasingly crowded market of tattoo-inspired clothing made by the likes of Ed Hardy and Inkslingers, PL for TL comes as People’s Liberation ramps up sales for its namesake contemporary label, which begins shipping men’s wear this month, and William Rast, the men’s and women’s lifestyle label cocreated last year by singer Justin Timberlake. In May, People’s Liberation said it expects 2006 wholesale volume to reach between $23 million and $26 million, including PL for TL sales, up from $5.8 million in 2005. After launching at Bloomingdale’s in November, William Rast will bow in its first branded store in late September in Tokyo’s Omotesando district.

“At the end of the day, what sells clothing is who’s wearing it and who’s talking about it,” said Danny Guez, People’s Liberation chief executive.Guez said Tommy Lee is tentatively scheduled to promote the clothes at the Project trade show in Las Vegas in August and at the November opening of Bloomingdale’s new flagship in San Francisco, where, according to Sottile, contemporary fashion will occupy an entire floor of more than 10,000 square feet. Lee is also expected to wear the clothes on his new CBS reality TV show, “Supernova.”

Darryn Barber, People’s Liberation’s chief financial officer, said the deal is basically an endorsement under which Lee receives a royalty on sales.

This story first appeared in the June 12, 2006 issue of WWD. Subscribe Today.

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