Los Angeles, CA, United States (AHN Entertainment) – Sylvester Stallone is launching a men’s lifestyle fashion brand. The iconic action star will be dressing men in the style of “Rambo” and “Rocky” gears.
The lifestyle brand, named Sly Inc., is co-owned by the 64-year-old actor, veteran beauty and retail exec Michael Henry, and other financial backers. It is set for launch in 2012.
He told Men’s Week, via WWD, “I thought the time is now. 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.”
Sly said that it was when he underwent a huge weight change while in between “Rambo 2” and “Rambo 3” when he became “truly involved in style.”
He continued, “Nothing fit so I started buying custom clothing. I found out I really like this world.”
The first categories to be introduced in the brand will be jeans, shirts, outerwear, underwear and watches, which will be followed by eyewear, grooming products, fragrance, activewear and athletic shoes for men between 25 and 40 years old. The inspiration for his men’s clothing brand is his two best known characters, Rocky and Rambo.
Henry, the president of the business, added that they will address the dual personalities of each character, one a “rebel” and the other a “gentleman.”
He said, “Rocky at the end of the day is a love story while Rambo showcases the other side of masculinity, he’s a loner.”