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Ciara, Russell Wilson and former CEO of Lululemon launch fashion brand

Grammy winner Ciara has launched a new fashion company with her husband, NFL star Russell Wilson and former Lululemon CEO Christine Day. But the brand, called House of LR&C, has a mission that goes beyond just the clothes it sells, Ciara and Day told CNBC on Wednesday.

“We not only do the fashion part. We also combine a passion for fashion, but also a passion for impact. This was really important for both Russell and me, as well as for Christine in setting up our company. There has to be something more to it. is out of fashion, “Chiara told the Closing Bell.

In addition to the emphasis on environmental sustainability, 3% of each purchase goes to the Why Not You Foundation, which Wilson founded in 201

4. It supports efforts to access education, reduce poverty and children’s health.

Day, who left Lululemon in late 2013 after more than five years at the sportswear company, said the brand’s launch during the coronavirus pandemic came to a “folding point” for the retail industry. “I think some of the things consumers are looking for are really resilience, flexibility, longevity in their clothes,” said Day, also a former CEO of Starbucks.

She said House of LR&C is looking to fill the market gap with younger, socially minded buyers. “They want to see companies that build business models that matter, that have inclusion and unity, sustainability and love, and that’s not enough in this world,” Day said.

So far, the two lines of the clothing company are Good Man Brand, which Wilson founded in 2016, and the newly formed Human Nation, which sells everyday, gender-neutral items. A women’s brand is also under development, Day said.

The official launch of House of LR&C this week comes during the holiday shopping season, which has been changed by the pandemic. According to Adobe Analytics, Monday is the largest US online shopping day to date.

The clothes are sold directly through his website, but Day said that going beyond the direct route to the consumer by signing partnerships with Kohl’s and Nordstrom is also crucial. Ciara said the House of LR & C’s mission was tailored to retailers who are known for their presence of bricks and mortar.

“If you look at the landscape and just how the world is changing, especially with … companies like Cole, they also evolve over time,” Ciara said. “I was lucky to do some really great things with Cole’s. We just like where things are going. We sat down and talked about our vision of what we were doing, we really connected and we felt that the plan they really made sense about. which we tried to do and vice versa. “

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