The 26-year-old singer Jason Derulo has invested in the streetwear brand LVL XIII to help them relaunch in July during Men's New York Fashion Week. The pop star has sold over 50 million singles since the start of his career in 2009 and will be the face of LVL XIII. Derulo says he first became a fan of the streetwear brand when it launched in 2013.
I’ve always been a sneakerhead and I’m obsessed with footwear. I was a fan of Antonio’s work and we put our heads together, had a conversation that was three to four hours long and we just clicked. Being a fan of the actual person is as important to me as somebody’s talent.
Antonio Brown created LVL XIII as an alternative to luxury labels that can be found everywhere. Based in Atlana, when the first collection launched with footwear it immediately had a celebrity following. Brown sued Louis Vuitton in 2013 for trademark infringement and the production of his collection was put on hold. Three years later, the same lawsuit is in it's final stages of summary judgment.
“I work hard to really mean something and everything attached to my name has to be at the highest level,” Derulo explained to WWD. He also believes that LVL XIII can change a lot of things in fashion.
The new collection will have 13 styles of shoes which are all created by Italian artisans. The range includes sandals, boots, mid and high-top luxury sneakers and has double outsoles in the leather which is a point of difference.
LVL XIII footwear ranges from $700 to $900 retail and the apparel will range from $200-$500. Mainly sold online, Brown is looking into high-end retailers as well.
The newest collection has transformable features such as; a bomber jacket that folds up into a backpack, a rain anorak in coated nylon with a removable hood and zip-up sleeves, and a see-through rain parka that transforms into a jacket.
Meanwhile, the singer is also awaiting the launch of his Platinum Hits album which is to be released in September.