HMV to sell "street fashion"
27 August 2010 10:09
Retailer HMV is to begin selling clothes in a bid to tap into the growing crossover between music and fashion, it announced today.
HMV's 38 largest stores will carry fashion lines affiliated with music from next month, including Lee Jeans and Boxfresh.
The flagship store on London's Oxford Street will also carry designs by Rocawear, the label founded by US rapper Jay-Z.
Smaller stores will stock a more limited range to ensure that the majority of the retailer's outlets have some kind of fashion offer.
HMV said the move was designed to target mainly younger customers, who were interested in fashion connected to their favourite artists and other trends like "festival chic".
HMV fashion manager Richard Stockwell said: "Music and fashion can be a perfect fit for HMV, not least because they overlap and influence each other so strongly these days.
"Now our customers can check out and buy the latest street fashions at the same time they come in to make their music and entertainment purchases."
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