LL Not-So-Cool J for Sears

LL Cool J is designing a hip-hop clothing line for Sears, called "LL Cool J for Sears". (Really LL, that's all ya got?) The LL Cool J for Sears line will be available for purchase in most Sears stores by September. Mr. Cool J is said to have an emotional connection with Sears as he used to beg his grandfather to take him shopping there when he was a child growing up in Queens, which factored into his decision to launch the LL Cool J brand there. Sears is expecting another loss in profit this quarter and is hoping this line will appeal to the “urban” customers that they are not currently reaching.

LL also hopes to target the entire family by designing for boys, girls, juniors and young menswear. Bonus: t-shirts with his lyrics are said to be one of the many designs for the label. So you mean that, thanks to LL, small children in Skokie may be wearing shirts that say, "chewin' it, doin' it, all while we're doing it," as early as September? Just in time for the new school year? Yes, please. [S-T, WWD]