By next fall, kids returning to school should be able to drape themselves in Eminems new clothing line, Shady Gear, a play off the rappers controversial alter ego.
The deal was made with Nesi Apparel, the same company that makes the Bugle Boy jeans and clothing. Nesi also manufactures the widely popular School of Hard Knocks line of clothing that started out as a t-shirt company in Queens. The SOHK line now rakes in millions per year. In addition, the company will produce Roc-A-Wears upcoming line for ladies.
The Shady line will boast a Shady logo, but the rappers publicity didnt reveal design at press time.
Both companies expect the attire to sell well considering the Eminems raging popularity within mainstream America, an appeal that has even begun to appeal to parents that hated Slim Shadys misogynist and homophobic tendencies.
The company intends to start mass marketing prior to the 2003 school year.
To date, between his solo set, The Eminem Show, his movie "8 Mile" and adjoining soundtrack, the star has pulled in more than $300 million at the box office.