Mary-Kate and Ashley Olsen, Madonna, Victoria Beckham — these are celebrities that we understand would want to launch fashion brands. But when we found out Maroon 5 frontman Adam Levine, was creating a clothing line, we must admit, we were confused.
We’ve never been particularly offended by Levine’s concert attire. In fact, early on in his career, we were quite impressed by his collection of luxury fashion pieces — his suits, his shoes, his jackets. We just never knew the extent of his interest in the fashion world.
So where does his passion for fashion stem from? “I think it says something about yourself and, whether you care about clothes or not, what you wear reflects some kind of attitude towards style,” he told WWD.
“What I wanted to avoid was the typical pitfalls that someone in my position can fall into. This is something grassroots. Most importantly, it’s something that I work on myself. I collaborate on and approve every single piece of clothing in the line. I’m not just hawking something because I’m in a famous band.”
And it turns out that the collection isn’t as out-of-the-blue as we first thought. Adam’s business partner, his father Fred, is the owner of M. Fredric, an L.A. based line of boutiques. Aristotle Circa, Levine’s personal stylist, is also involved in the venture, as is Sami Cooper, a distant cousin of the rockstar who owns the manufacturing company that will produce the collection. Talk about a team!
222, the brand’s name, comes from Levine’s good luck number — the address where he and his band mates recorded their first demo. It is composed mostly of basics: denim, classic tee shirts, leather jackets, button downs, and sweaters for both men and women.
Levine said of the brand’s aesthetic:
“It’s very simple and pure and durable. Jeans, T-shirts and a leather jacket. That’s all I need. I think it’s always fun to be the most underdressed person in a room. There will be no bedazzling in this collection. I like subtlety in design. These days so much stuff looks like someone vomited all over it.”
If you remember back to the days of when Levine would perform “Sunday Morning” decked out in a YSL suit, it may surprise you to hear his collection is so laid back. But according to Levine, his former un-casual self has undergone a style transformation.
“I went through a very un-casual phase. My nose would be turned up and I would insist on wearing the best of the best. I would go to dinner in ties and jackets and Balenciaga and stuff. I got caught up in the whole idea of fashion and the Margielas and Ann Demeulemeesters of the world. There’s a real art behind that — as pretentious as that sounds it isn’t, because there really is. It’s a beautiful, amazing world. But all that being said, it wasn’t really me. Before all this nonsense, I was touring in a van with jeans and a ripped T-shirt and a leather jacket if I could afford it — and that’s what got me through and to where I am today.”
As for using his celebrity to get ahead? Well, while he hopes the clothing will stand on their own, he understands the importance of his celebrity. “It it would be a waste not to use [my fame], as gross as that sounds,” he said. “But I just want to put it out there in a tasteful way. I wear it every day, and I’m wearing it during every show of my tour.”
this is some kind of spaceship or something.