Blue Holdings, Inc., a designer, manufacturer and distributor of high-end fashion jeans, apparel and accessories, has teamed up with musician, producer will.i.am of the Black Eyed Peas. The two have entered into a collaborative partnership to create “i.am Antik”, an International Premium lifestyle denim brand complementing the already successful Antik Denim Collection. i.am Antik, set to debut in August of 2007, will initially consist of a Premium Denim collection. The i.am Antik collection will be distributed in high-end specialty stores and better department stores. will.i.am, who has designed clothing for and styled his group, the Black Eyed Peas, since their inception, attended Fashion Institute of Design in Los Angeles prior to forming the group. “will.i.am is an amazing performer and producer and his ability to create and market a brand is without parallel. We approached will.i.am for this collaboration because, unlike most celebrities who want their own clothing lines based strictly on their celebrity, will.i.am is an actual designer with incredible passion for designing and he will be intimately involved in all aspects of the design and marketing process. We are convinced this partnership with will.i.am will greatly enhance the Antik Denim brand recognition and sales, both internationally and domestically for Blue Holdings, Inc.,” says CEO of Blue Holdings, Inc. Paul Guez.
“I produce and write my own music, and the same creativity, energy and imagination I put into making music is the same creativity, energy and imagination I put into designing clothes. I am excited to collaborate with Antik to create a fresh remix of denim,” says will.i.am. “I want to launch and market the clothes in a way that has never been done, combining music and fashion. I want to design the line and score it the way a composer scores a film and tour the collection like a band will tour an album. I want to make a fresh stylistic collection that everyone wants but limited and special to keep them looking for more.” will.i.am was nominated this year for the Grammy Award for Producer of the Year, and has become one of the most sought after writer/producers in the music business, having produced for such artists as Justin Timberlake, The Game, John Legend, Fergie, Snoop Dogg, P Diddy, Nas, Mary J. Blige, Busta Rhymes, the Pussy Cat Dolls, Macy Gray and 50 Cent. He also recently scored the soundtrack for the film “Freedom Writers.”