Sylvester Stallone Is Launching an Expendable Clothing Line

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And now, Sylvester Stallone will become a fashion designer. WWD reports that the star known for hyper-macho films like Rocky and Rambo is developing a men’s lifestyle brand, set to hit stores next year. “I thought the time is now. I’ve lived a life where I know what has worked and what hasn’t worked. Clothing is the first step to building a character,” quoth Stallone.

With the help of veteran retail executive Michael Henry, their cleverly-named company, Sly Inc., “is looking for wholesale licensing partners to launch multiple classifications under the Stallone label next year. Among the first categories to be introduced will be jeans, shirts, outerwear, underwear and watches, That will be followed by eyewear, grooming products, fragrance, activewear and athletic shoes,” notes WWD. The target demographic will be 25- to 40-year old males. And here’s the kicker: The line’s main sources of inspiration are Stallone’s two most famous characters. “Rocky at the end of the day is a love story,” explains Henry, “while Rambo showcases the other side of masculinity, he’s a loner.” So, something like Romeo-meets-rebel? Got it.

We don’t mean to rag on the guy. After all, he was something of a style icon back in the day.