Los Angeles, CA (CNS) – Rapper Common has teamed up fashion brand Diesel to create the scent called “Only The Brave.” The hip-hop artist has also joined forces with Microsoft for a line of PC-inspired tee shirts called Softwear.
Common, whose real name is Lonnie Rashid Lynn, will perform shows across the country to celebrate its release, including a set at the Diesel store in Los Angeles on May 20.
The masculine fragrance “Only The Brave” is “about seizing opportunities and making a difference” and “boasts the determination and strength to overcome adversity and make a mark,” according to a press release.
Meanwhile, four designs of the Softwear tee-shirts, designed by Common, were made available in retail stores just a few weeks ago. The 37-year-old artist will also be featured in the print and television ad campaign, shot by photographer Platon.
Diesel President Renzo Rosso said in a statement, “Common perfectly represents the spirit and energy of Only The Brave fragrance: passion, will and conviction.”
“He’s in control of his own destiny and has made his mark in all of his pursuits, creating changes through every effort and every medium.”
In addition to being a poet and author of children books, this multi-talented artist has also appeared in films such as ‘Dave Chappelle’s Block Party’, ‘Wanted’ and ‘American Gangster’ and is also the founder of the Common Ground Foundation, an organization dedicated to urban youth in the United States.