5 celebrities who have their own sportswear brands

Many creative people cannot develop only in one sphere, they need to reach new heights in different areas of cultural life. Among rappers, models and other artists it has become popular to create their own clothing brands, develop them thanks to the audience they have gained and come up with collaborations with already established brands in the fashion sphere. We talk about the fashion journey of Bieber, Beyoncé, Drake, Ratakowski and Scott and what collections they are releasing.

Justin Bieber – Drew House

As of 2019, Justin Bieber is not only an artist but also a designer. His streetwear brand, Drew House, is fashioned with a relaxed slacker aesthetic. These clothes are for those who are in no hurry and ready to spend a quiet life under the California sun. Drew House fully reflects its creator’s views on style. Justin’s clothes look simple and laconic: yellow hoodies with smiley faces are combined with corduroy shorts and pants, loose suits of white and lavender color help to create a monochrome image, and the logo design with flowers or cartoon characters allows not to use accessories.

Justin named his brand Drew House for two reasons. Firstly, the brand name contains a part of his full name Justin Drew Bieber. Secondly, the artist came up with a collection that included T-shirts with photos of Drew Barrymore, of whom he is a fan. The famous actress shared the news on her Instagram. She posted a photo where Justin stands in a T-shirt with her image: as a print was used as a child’s photo of Drew Barrymore on the set of the movie “Alien”.

Beyoncé – Ivy Park

Initially, the brand Ivy Park appeared as a joint sports line of Beyoncé and the owner of the Topshop retail chain Philip Green. In 2014, they formed a joint venture, equally sharing the rights to use the company. Ivy Park officially launched in 2016. At the time, the artist stated that her brand’s goal was to “push the boundaries in the sportswear segment, as well as inspire and support women who realize that beauty isn’t just about your appearance.”

In a promo video with the first collection, Beyoncé explained that the first part of the brand’s name is dedicated to her daughter, named Blue Ivy, and the second part is in memory of her childhood walks in Houston’s Parkwood Park. It is a major place of strength and inspiration for the performer because she used to spend time with her father there.

In 2018, an investigation was released about harassment, financial fraud and racism by Philip Green. Since he was Beyoncé’s partner, she also faced pressure from activists, after which she decided to stop cooperating with the businessman. Now Beyoncé is a full owner of the brand.

Since 2019, the artist has been collaborating with adidas. They have already released more than one joint collection and in the future also plan to create new social programs aimed at supporting young athletes, leaders and creative personalities. The singer has repeatedly stated that this collaboration is beneficial and rewarding for the two parties, as they share similar principles “that prioritize business growth, creativity and social responsibility.”

Drake – OVO (October’s Very Own)

In 2012, the rapper first released his own clothing line with an owl emblem. In the same year for his 26th birthday, Drake opens an online store for his own brand October’s Very Own. The name was chosen for a reason. It refers to the artist’s birthday – October 24. Most of the OVO clothes were presented in a stylish black and gold color scheme. This design decision was appreciated by the managers of the Toronto Raptors basketball team, so in 2013 they began to cooperate with Drake, buying clothes of the brand for the team members and fans.

Since its inception and up to today, OVO has been very popular among young people who are into the rap culture of the 90s. The brand is filled with the atmosphere of those times when street style reigned. The brand tries to create things oriented not only on comfort, but also on fashion. Such clothing items as cozy tracksuits, hoodies and loose pants made of quality material come to the forefront.

In 2015, OVO partnered with the Jordan brand to release the Jordan 10 series of sneakers. The shoes were created in both black and white with gold accents, so they can easily be incorporated into any look. The sneakers are made of the most durable stingray leather, making them practically wearable forever.

The OVO brand has also come up with a collaboration with another Canadian brand, Canada Goose. They have joined forces to create a limited edition winter jacket insulated with goose down with a golden owl accent.

Emily Ratakowski – Inamorata Swim

The brand created by the American model debuted in 2017. At that time, a British fashion magazine published an article about the upcoming release of Ratakowski’s own collection of swimwear and leisurewear, which is what her brand specializes in to this day. The name “inamorata” is borrowed from the Italian language and means “a woman someone is in love with” and is also consonant with the surname of the creator herself.

Emily is the face of the advertising company and also supports the body-positive movement, so her swimsuits are suitable for girls with any type of figure.

Travis Scott – Cactus Jack

All products that come out under Scott’s name, or rather under his brand Cactus Jack, have an incredible excitement. Since 2017, he has been developing sneakers in collaboration with Nike, not just adding his autograph to the tongue and heel, but completely redesigning the silhouettes of classic models, giving them a new meaning and philosophy. At the rapper’s suggestion, the sneakers acquire a low-rise fit, inverted “swoosh”, a surface made of scraps of fabrics of different textures, brand new color combinations and even the inscription “Cactus” in Cyrillic.

In the same year, the rapper was approached by McDonald’s, which sought to establish its business after the quarantine. The collaboration resulted in the release of a special combo with dishes from the classic menu that Scott ordered as a child in Texas: a medium Sprite, a Royal Cheeseburger and fries with barbecue sauce. The collaboration has also contributed to merchandise featuring the combined McDonald’s and Cactus Jack logos: t-shirts, baseball caps, ties, a lunchbox, a basketball and a nugget-shaped pillow.

A longtime friendship with Dior Men’s Creative Director Kim Jones led to Scott becoming the first wearer of the most talked about sneaker of 2020, the Air Dior, and the first musician to design clothing for the legendary brand’s men’s line.

Will Smith – Bel-Air Athletics

Will Smith relaunched his Bel-Air Athletics brand last fall with a spring/summer 2021 collection. The brand’s name refers to Smith’s iconic TV show The Prince of Beverly Hills, and the range is centered around a streetwear aesthetic. The pieces are sewn in Milan and use sustainable materials, such as ethically harvested wool and plant-based leatherette.

The new collection includes clothes that reference school uniforms and gym classes. For example, sports pants, t-shirts, hoodies, bombers and pants. The capsule included a sports bag and was complemented by more elegant items: a jacket made of bright patterned fabric, a series of windbreakers with color blocks in tone and ties.