Stallone to launch men`s lifestyle brand

Updated: Mar 25, 2011, 09:03 AM IST

London: Hollywood actor Sylvester Stallone is to design his own men`s lifestyle brand, Sly Inc., which will be launched next year.

The 64-year-old actor famed for his action roles in the ‘Rocky’ and ‘Rambo’ movies has teamed up with beauty and retail executive Michael Henry and other unidentified financial backers to create Sly Inc., reports contactmusic.com.

"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," he said.

The range will first feature jeans, shirts, outerwear, underwear and watches, followed by eyewear, grooming products, fragrance and athletic shoes.

The target customer will be men aged between 25 and 40.

Stallone says he wants the range to appeal to a broad base of customers.

"I pay a great deal of attention to the way I dress. When men learn to put things together, they start taking care of themselves better," he said.

IANS