Sears/LL Cool J Line Due Out in September

Sears has signed a deal with rapper/actor LL Cool J to produce a new clothing line.

The apparel collection, which hits retail in September, will be carried across 450 Sears stores, with plans for increased distribution for the holidays. It will include apparel for juniors, kids and young men. The success of the line could lead to expansion, such as accessories, according to Sears, Hoffman Estates, Ill.

By partnering with a celebrity like LL Cool J, who has 10 platinum albums and two Grammy Awards, the struggling retailer hopes to reach multicultural shoppers, particularly African Americans. Sears said LL Cool J's line represents shoppers who desire authentic, affordable streetwear.

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