Roy Jones Announces New Clothing Line Coming

Article written by: Rodrick Rainey
Posted on: February 25, 2005

Retired rapper/music label executive Jay-Z has one. So does music mogul P. Diddy, as does ex-boxer George Foreman. Now, Roy Jones Jr., former U.S. middleweight and heavyweight champion and Olympic Silver medalist, is one of the latest celebrities to launch a menswear clothing line. After the ROY Collection’s debut during Fashion Week in New York City, Jones says he’s ready to deliver a one-two-punch to the fashion world.

Jones, who already has a casual wear line through Brand Jordan for Nike, says he’s ready to take on the more established fashion lines. Most [celebrities] enter with casual urban fashion, he says. But this time around, Jones, 36, is interested in creating a more upscale menswear line, because as he puts it There is a void [of] urban business attire. Darlene Murray, producer of UrbanStyle TV notes a shift by some urban designers to a more upscale market. We are definitely seeing a new trend happening, not only for Sean John, Rocawear, and now, the ROY Collection, but for all urban designers in the mix, says Murray. As urban apparel has been steadily encroaching on the market share from the Big Three menswear brands-Polo Ralph Lauren, Tommy Hilfiger, and Nautica, which according to the Wall Street Journal is the fastest growing segment in the $52 billion menswear business-the look has been maturing. Lines such as Jay Z’s Rocawearand P. Diddy’s Sean John all now sport much dressier looks.

Jones, like the others, is using his name to get the word out, but experts say his celebrity status alone will not drive sales. Roy Jones Jr.’s boxing record and style has gained him the respect to easily enter any arena. So long as his line is able to match up to major name designers [in terms of style and quality, and marketing], says Murray, it may get noticed.

Natlyn Washington, co-founder and creative director of BHE Apparel L.L.C., a unit of Jones’ Body Head Entertainment, hopes she has the formula to make that happen. Using fabrics including silks, cashmeres, alpacas, tweeds, and leather to create the fashions, Washington, a former celebrity stylist says The look is not conservative, but traditional with an urban flare and edge. The ROY Collection includes men’s suits, jackets, cashmere sweaters, dress pants, dress shirts, leather and shearling coats, ranging from $90 to $6,000 and will be available in stores this spring.

Still fighting professionally, Jones, who also owns a record company-Body Head Entertainment, founded in 1998-has plans to expand BHE Apparel. According to Washington, over the next 18 months they will introduce lines for women and children under the names BoShe and BoBaby. As with the ROY Collection, Jones and Washington are looking for a knockout.