article submitted by: C.Khid
UPDATED: 12 / 15 / 2006

Music fashion mogul Damon Dash plans to launch a clothing brand entitled "CEO", which will reflect the image desired by a clean cut, mature audience. As seen on the BET series "Ultimate Hustler", the CEO brand is going to be of a tailored look, capturing the essence of the word 'classic'.

"I'm an old school dude, not very trendy. So, if people are not dressed the way I'm dressed, I'm going to make clothes that reflect that," Dash told AllHipHop.com. "I've always been an oak, and I say that to say that the same thing that I'm wearing now, I could have been wearing in '85 and '95."

Dash, who is the former co-owner of Roc-A-Fella Records and Rocawearclothing, explained that the CEO clothing line will lean towards a higher-end price point. The higher price will reflect greater quality, also making it more exclusive than previous brands he's owned.

No specific retailers have been mentioned in association with the brand yet. SoJones.com' fashion forum users have found that promotional pieces from the CEO brand have already been leaked to established industry professionals.

"I thought it would be interesting to have someone from the urban marketplace to attack fashion from that aspect - not regular fashion, but couture. I've learned a lot about fashion, not just urban fashion," Dash said. "It's a different work ethic."

Dash and his wife, designer Rachel Roy, share a plush office space in Manhattan, and the 35-year-old Harlem native said that he's learned much from his better half.

"She works hard. [I've learned a lot] just by seeing how she does what she does," he continued. "So [those] ideals from real fashion come into everything that I do."

In addition to his CEO clothing line, Dash stated that he will also launch a clothing component to his successful PRO-Keds sneaker line as well.

The colors of the line will coordinate with the hue of the kicks. "If I don't set the trend...I'm just not a follower. Its just not me," Dash said.

One trend Dash does see worth following is the online craze of social networking. BlockSavvy.com is a new initiative Dash has undertaken with Kwame DeCuir and Kareem "Biggs" Burke.

"This is our version of a Myspace, but I don't want to say urban Myspace, but its like a social networking system," Dash revealed. "It's got a lot of interactive components and the technology is off the hook," he said of the site, which even offers a "virtual economy."

The invite-only social site allows users with a fashion acumen and stylistic point of view to customize their virtual room with name brands and customized items.

Each user is given a profile and the ability to live in a certain "block," consisting of The Ave, The Fashion District and Main Street.

These profiles are already user friendly to other sites like Myspace and blogs. Celebrity profiles currently include Paul Wall, Naomi Campbell, boxer Winky Wright, Jim Jones and even Biggs, who is known to shun the limelight.

Those interested in joining the Block Savvy networking site can do so by visiting BlockSavvy.com.

SoJones' expects Dash's Pro-Keds shoes and clothing to continue being found at DrJays, EastBay, and Finish Line after the expansion is active.