Recessionomics are apparently making strange bedfellows as hip hop mogul Russell Simmons has designed a clothing line to be launched exclusively at Wal-Mart. It strikes us as a little odd, given that Russell Simmons isn't really a household name for most Wal-Mart shoppers, and celebrity lines aren't faring well at the moment. Far be it for us to question a decision agreed upon by the ultra-savvy producer and the ever-dominant Wal Mart -- but we're not really feeling it.
Simmons' line, named American Classics, will be marketed in 350 Wal-Mart stores and online. Apparently, Simmons is going after a demographic he describes as the "urban graduate" -- men from ages 25-50 who grew up wearing baggy hip hop clothes and now are now limited to business casual.
We have no idea what that looks like, but it seems like the price is right. About 80% of the collection will be priced under $16 and the most expensive item will be $29. Even at those prices, we're not sure Wal-Mart will really be able to reinvent itself as a fashion depot -- but stranger things have happened.
Simmons is by no means a fashion newcomer, he's the force behind Phat Farm and Argyle Culture (a Macy's brand). Wal-Mart, on the other hand, is struggling to find its footing as it dreams of crushing Target's hold on cheap style. Watch out though, Wal-Mart is moving its apparel division from Bentonville, AR to NYC.[via Jezebel]