Actor Sylvester Stallone has announced plans to launch Stallone, a men's clothing line under his new lifestyle brand Sly Inc.
According to Sly Inc. president Michael Henry, the opposing personalities of two of Stallone's most famous characters, Rocky Balboa and John Rambo, inspired the collection.
"Rocky at the end of the day is a love story," he told WWD Men's, "while Rambo showcases the other side of masculinity, he's a loner."
He explained that the line will therefore appeal to the "the rebel and the gentleman" in every man, calling it "a brand for a guy's guy."
Stallone said the designs will tone down the strong urban aspects of the Rocky and Rambo characters so as to attract a broad consumer base. "I want clothing that will be appropriate to my generation or the generation before."
Henry added that the line will be sold in mid-tier department stores like Macy's. The first collection, set to debut in 2012, will feature clothing and watches, and eyewear, grooming products, fragrance and shoes will follow.
Stallone also discussed the reasons for his foray into fashion. He said he became "truly involved in style" after Rambo 2, when he lost 25 lbs.
"Nothing fit so I started buying custom clothing," he said. "I found out I really like this world."
He added, "I pay a great deal of attention to the way I dress. When men learn to put things together, they start taking care of themselves better."
Stallone said he had previously turned away several offers to work with other apparel companies, but now feels ready to take on the challenge of developing his own brand.
"I really believe I have an understanding of the male psyche on all levels. I want to expose people to things that will work and this is the apropos time. I'm not experienced in this field, but we have the proper team to move this vision along."
Stallone's next film project is The Expendables 2, which is due for a 2012 release.