Music retailer HMV has announced the brands that will be stocked in its new fashion department due to be rolled across its stores later this year.
Designers including FLY53, Eastpak, Lee Jeans and Boxfresh will appear at all versions of its fashion department ‘The Studio’, while the retailer’s Oxford Street store in London will additionally stock clothes by Rocawear.
Ranges will predominately cater for male fashion and be featured at 38 of the larger HMV stores around the country.
HMV Fashion Manager, Richard Stockwell, said: “Music and fashion can be a perfect fit for HMV, not least because they overlap and influence each other so strongly these days.”
“We’re absolutely delighted to be partnering with such great fashion brands that fully share our own passion for music.
“I can see so many opportunities for us to work together in future, whether it’s collaborating jointly with artists and labels or even running complementary activity at gigs and festivals.”
Promotional events will help to launch the new initiative including performances and signing sessions by rapper Kano, an ambassador for Boxfresh, at the retailers Southampton and Leeds stores.
International Marketing Executive for Boxfresh, Matt Winton, commented: “HMV is a great tie-in for us as music is so intrinsic to the success and appeal of both brands.
“What better way to celebrate this exciting new relationship than through an intimate in-store performance by Kano?”
HMV now operates several music venues and events after purchasing music venue operator MAMA Group earlier this year and opened its first festival store at LoveBox in Victoria Park in Ju