The New York Post reports Eminem has signed a licensing deal with Nesi Apparel to create a collection of sportswear. The new collection, to be called ‘Shady,’ will be available in department stores for the back-to-school selling period in late summer. The apparel collection will likely be well-received by retailers, predicted David Wolfe, creative director for the Doneger Group, a retail trend and buying office. “Eminem has a wonderful cachet. Especially since parents are [annoyed] by him, he’s so appealing to teenagers,” he said.
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