Beyonce Teams Up With Topshop to Launch New Activewear
Beyoncé teams up with Topshop to launch a new activewear brand that will be available as early as fall 2015.
The R&B diva and the London-based company will start as 50-50 partners in a venture called Parkwood Topshop Athletic Ltd. "This is not a collaboration," Topshop owner Sir Philip Green told Women's Wear Daily. "This is about building a brand and building a business -- a separate, proper business, with separate overhead and a separate office."
Green then explained how the business with Bey all started and how long it took for them to finalize their deal. "Basically, when she was in London in February we arranged to get together. We started talking generally, about doing something together," he said. "We've been looking at that [athletic] sector for a while. It's something we need to be in. Based on what she does, how she works out, the conversation got into that category."
"We started getting into proper conversation in May or June, as to how it would work," he continued. "It took six or eight weeks to put a deal together."
The British retailer owner also praised the "Flawless" singer's impressive qualities that would positively affect the upcoming brand. "Creating a partnership with Beyoncé, one of the most hard-working and talented people in the world, who spends many hours of her life dancing, rehearsing and training is a unique opportunity to develop this category," he said. "Being partners with Beyoncé and her team, who have the greatest creative energy and enthusiasm, is inspiring for all of the team at Topshop."
"I could not think of a better partner," Beyoncé, who actually is a huge fan of Topshop, also said in a statement. "I have always loved Topshop for its fashion credentials and forward thinking. Working with its development team to create and produce a technical and fashion-led collection is exciting and I'm looking forward to participating in all aspects of this partnership."
The forthcoming athletic streetwear brand will feature "clothing, footwear and accessories across dance, fitness and sports categories," and be available at Topshop stores as well as on Topshop.com.
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