Hollywood actor Sylvester Stallone has announced he will be launching his own line of clothing and accessories based on his hit Rambo and Rocky films.
The ‘men’s lifestyle brand’, called simply ‘Stallone’, is expected to be launched in 2012.
The Sly Inc. brand will also feature eyewear and fragrances.
In an interview with Men’s Week, Stallone said: “Rocky, at the end of the day, is a love story, while Rambo showcases the other side of masculinity, he’s a loner.”
The line will aim to appeal to both ends of the spectrum; holding something for “the rebel and the gentleman.”
Michael Henry, a retail executive backing the enterprise, said the lines will target the “guy’s guy.”
“‘Stallone’ means a good guy,” Henry said. “He stands up for what’s right and he’s masculine … we see Sylvester Stallone as a cultural icon. He has the ability to take classic looks, update them and make them cool.”
“I want clothing that will be appropriate to my generation or the generation before,” Stallone said.
Stallone’s step into the fashion world was apparently inspired by his weight loss for his reprised role in the Rambo film franchise.
The now 64-year-old first starred as John Rambo in 1982 aged 36, and returned to reprise his role in 2008.
He added: “I’ve lived a life where I know what has worked and what hasn’t worked. Clothing is the first step to building a character.”
A ‘capsule’ line of jeans, t-shirts and basics will kick off the new ‘Stallone’ line, with the intention of expanding into fragrance, eyewear, athletic clothing and underwear later on.
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