Sylvester Stallone has announced he will be developing his own range of clothing.
Sylvester Stallone’s ‘men’s lifestyle brand’ called simply ‘Stallone’ will launch in 2012, and will take inspiration from his career defining roles as Rambo and Rocky.
Talking to 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.”
Stallone’s foray into fashion was apparently inspired by his weight loss for the reprisal of the ‘Rambo’ franchise. The actor first starred as John Rambo in 1982 aged 36 but returned to the 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 company, ‘Sly, Inc.’ has been set up in order to distribute the label. A ‘capsule’ line of jeans, t-shirts and basics will start things off, with the intention of expanding into fragrance, athletic clothing and underwear.
Summary: The brand, named Sly Inc., is owned by Stallone and veteran beauty and retail executive Michael Henry, and is based on the style of his two most famous film characters: Rocky Balboa and Rambo.
“I thought the time is now,” Stallone told Men’sWeek. “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.”
Referring to the search for the perfect Rocky outfit, he said “If he wore white and pleated pants, it would have been a whole different thing. Clothes affect one’s attitude.”
Among the first categories of clothing to be introduced next year will be jeans, shirts, outerwear, underwear, and watches. That will be followed by eyewear, grooming products, fragrance, activewear, and athletic shoes. The target customer will be men between the ages of 25 and 40. Cause men in their 30s really want to look like Rambo, right?!
He also added that the line will reflect the duality of man. Rocky Balboa is a romantic, and Rambo represents raw masculinity.