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Sylvester Stallone to launch men's lifestyle brand next year

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Rocky Rambo Split
Everett Collection

Sylvester Stallone is getting into the fashion business. A rep for the Oscar winner confirms to EW that he hopes to launch “Stallone” in 2012. Stallone and veteran beauty and retail exec Michael Henry spoke to Women’s Wear Daily‘s Men’sWeek at length about the venture, which plans to introduce jeans, shirts, outerwear, underwear, and watches first, followed by eyewear, grooming products, fragrance, activewear, and athletic shoes. The target demo is men 25 to 40. The piece is actually a pretty interesting read, if you like to hear celebrities justify their fashion lines, which I do. Stallone’s sartorial story is convincing: After losing 25 pounds between the second and third Rambos, nothing in his closet fit him, so he started to get his clothes custom-made. Being Stallone, he could afford to work with great tailors, and he discovered fabrics, patterns, and textures the average consumer wouldn’t know existed. He’s always wanted to experiment with them, now’s a good time.

Henry explained that the characters Rocky and Rambo would be inspiration for the line, but perhaps not in the literal sense you’re thinking (there goes my idea for Stallone to launch with a line of tanks, pictured). It’s the dual personality each man represents that interests them: “Rocky at the end of the day is a love story,” Henry said, “while Rambo showcases the other side of masculinity, he’s a loner.” The line will therefore offer looks for “the rebel and the gentleman.” I like it. That encapsulates what Stallone’s about — looks like a rebel onscreen, talks like a gentleman in real life — so you wouldn’t even need to evoke the characters in the advertising (which would come off cheesy anyway, no?). Even though you could argue it would make more sense to debut activewear first because men would trust Stallone to know what feels good while working out, I’m guessing he doesn’t want to be pigeonholed. So, if we’re talking jeans and outerwear, may I suggest he look to the Rocky IV training montage for inspiration. I think those leather jacket and jeans still hold up and represent Stallone/a man at his hottest. Am I right?

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