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Eminem to Get into Hilfiger Territory

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Grammy-winning rapper Eminem, the top selling music artist of 2002 who just picked up five more Grammy nominations this week, is apparently getting into the rag trade.

The Detroit-born musician, 30, whose real name is Marshall Mathers III, has signed a licensing deal with Nesi Apparel to create a sportswear label, to be called “Shady,” the New York Post reports. (One of Eminem’s alter egos is named Slim Shady.)

Shady, the collection, is expected to surface in retail stores by late summer, in time to be sold as back-to-school wear. The look is expected to be the way Eminem looks in concert.

According to the Post, Victor Nesi of Nesi Apparel is the co-founder of Bugle Boy Industries (though he later sold out his share to start his own company).

As for how Eminem’s threads might sell, David Wolfe, creative director for the retail trend-spotting Doneger Group, told the Post: “Eminem has a wonderful cachet. Especially since parents are (annoyed) by him, he’s so appealing to teenagers.”