Youth Broadcaster Expands Into High Street Retail
YouTube star Jamal Edwards has extended his self-built empire to the high street, teaming up with American Freshman on a line of hats.
Edwards, founder of online youth broadcaster SB.TV, took “inspiration from his upbringing” for the collection, which comprises three snapback styles and two reversible bucket hats.
The Fraternities range incorporates bright colours across animal, check and camouflage prints, in addition to plain block-colour designs.
Each hat is finished with an embossed 3Bs logo, representing Edwards’ three key life focuses “Base, Body and Business”.
Select styles also feature the letters S and B layered over each other, which stands for self-belief, a phrase Jamal cites as the main drive behind his success.
The collection will be available exclusively through menswear retailer Topman, which already stocks select American Freshman pieces.
The casual wear brand is also stocked in other British high street retailers such as River Island and Next, in addition to online retailers Yoox and Very.
Jamal Edwards previously launched his own clothing line in 2010, selling SB.TV branded pieces through his own e-commerce store.
The collection will launch at Topman’s flagship store on Oxford Street as well as online on the 9th October. Price points are currently unconfirmed but are expected to be in line with current American Freshman hats at around £15.