Adam Levine's Kmart Line Is Actually Killing It

adam-levinePhoto: Courtesy of Kmart.
Adam Levine says there's nothing wrong with celebrities endorsing a product for the perks. “I think sometimes people do phone it in for the paycheck, and there is nothing wrong with that," he said, according to WWD. "I just prefer to be involved.” Of course, what he's referring to is his Kmart men's clothing line that launched last month, which is completely crushing it.
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As reported, there is basically nothing that's not performing in the musician and Voice star's line: denim button-downs, flannels, shawl-collar sweaters — it all basically channels the "don’t try to dress like a rock star” rock star's own personal style. And, naturally, Kmart is pretty psyched about the success, too.
Bernt Ullmann, president and CEO of Sears Holdings Corp., Kmart's parent company, even suggests that Levine could be filling some very impressive shoes in the somewhat-untapped market of contemporary menswear. "I think Adam has the ability to be Kmart’s Calvin Klein business." And, just as everyone pined for a pair of Calvins, it seems as though Levine's line is also in demand, performing better than the retailer initially anticipated.
Of course, there's an expansion is in the works. Bags, jewelry, and footwear will be next, as well as a women's line — something his many female fans can look forward to — that Ullman says will have a “sophisticated L.A. cool vibe.” And, since the singer seems to have quite an affinity for fashion models, we're intrigued to see how this transpires in his label. (WWD)
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