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Brief Published: 25 Mar 2011

Sly Inc: Stallone to Launch Menswear Line

Extra

American movie star Sylvester Stallone announced plans this week to launch a men’s lifestyle brand, Sly Inc, in 2012 as part of his company Stallone.

The actor says his first true involvement with clothing and personal style occurred between Rambo 2 and Rambo 3, when he lost a considerable amount of weight.

He started to wear custom-made clothes, working with “great tailors” in Italy and discovering a passion for patterns, fabrics and design. “Nothing fit, so I started buying custom clothing,” he said. “I found out I really like this world.

“I thought the time is now. I’ve lived a life where I know what has worked and what hasn’t worked. Clothing is the first step to building a character.”

Stallone has teamed up with beauty and retail executive Michael Henry and other anonymous backers for the project. The target consumer will be men between the ages of 25 and 40, and the label will offer jeans, shirts, outerwear, underwear and watches, followed later on by eyewear, grooming products, fragrance and athletic wear.

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