Eve has entered into a distribution deal with
Innovo Azteca Apparel, who will design, market and distribute the rapper’s Fetish
The Fetish brand will be marketed to the junior
and contemporary women’s market through better department and specialty stores.
"Eve has become an influential fashion force,
and we are excited to collaborate with her to transform her fashion dreams into
a fashion reality. In recent years, the urban fashion lines have grown into
a major component of the retail marketplace with retailers understanding that
urban brands will play a very important role in their future success,"
said Jay Furrow, CEO of Innovo Group Inc.
"From what we have noted, the marketplace
has been waiting with great anticipation for Eve to launch the Fetish brand.
We feel very fortunate to have the opportunity to work with Eve in developing
the brand and hope to quickly fill the already existing demand for Fetish and
establish it as a premier fashion brand for years to come."