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First a fragrance, now a clothing line? Adam Levine is quickly becoming quite the celebrity mogul, whether he likes it or not. The Maroon 5 frontman has partnered with Kmart and ShopYourWay.com to design a men’s and women’s apparel collection called 222 by Adam Levine, launching this fall.
But The Voice judge swears his line isn’t like other celebrity-endorsed brands. For starters, fans are involved in the design process: That’s right. You can submit your ideas and Levine might integrate them into the pieces.
We sat down with Levine to discuss his latest venture, his tattoos and his effortlessly cool style:
What convinced you to finally do a clothing line?
It was cool that they really promoted creative control. I like to be involved with process rather than just phoning it in. I want to make sure that every stitch is something that I approve of. That’s kind of been a theme amongst all of these enterprises, it’s not just being a name or face behind it, but actually putting the work into it to make it really good and what I love.
Your fans are involved in the design process, which is different from most celebrity lines. Was that a reason why you agreed to do this?
Our fans are the coolest fans in the world and to be able to have interactive process with them is really cool. It’s yet another thing to connect us in this sort of weird, new modern way, which I’m always a fan of.
So your fans will have a say in the collection, but how will your own style be reflected in it?
Everything I pick out, I have to want to wear. Unless it’s girls stuff — that would be weird.
What can we expect to be included in the line?
Some clothes, because it’s better to wear clothes. Sometimes. [Laughs] It’s really basic things — jeans and tees. I don’t want to be too specific, because I don’t know what’s going to happen and what’s not. It’s still in the process of being worked out.
You’ve stayed true to your style throughout your career, has that been intentional?
I tend to find that if something works, then stick to it. I’m not really a flashy dresser; I’m more utilitarian in that sense. I just continue to do what feels right. If I all of a sudden want to become a flamboyant maniac one day then that’s what I’ll be.
Would you say your music influences your other projects?
It has this weird cumulative effect of being just one big experience. The band, The Voice, the clothes and the smells and whatever.
(Editor’s note: Last question comes from our Twitter follow @esker3 who won our online contest. She received a gift card to shop 222 by Adam Levine and got to ask the star one question!)
Which of your tattoos means the most to you?
This one [points to the 222 on his forearm]. It’s my lucky number. And this one [points to the heart with the word ‘mom’ in the middle on his other arm], because it’s my mom.
To find out more about 222 by Adam Levine and to submit your own ideas for the line head over to shopyourway.com. Tell us: Are you excited to check out the star’s collection?