LL Cool J: Introducing Todd Smith

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Take your time, do it right. If LL Cool J could have a motto, this might possibly be it. A recording artist over two decades strong, an author, entrepreneur, husband and father, LL is also one of the foremost fashion icons in Hip Hop. 

 

LL set many trends early in his career and inspired droves of people to follow his lead - not only through his unrelenting musical prowess, but through his cutting edge taste in clothes and accessories. From Kangol caps to gold dookie ropes and leather pants, he made even the most flash-in-the-pan fashion items look good.

 

As flurries of Hip Hop artists have raced to put out trendy clothing lines (many looking too much like the next), LL took his time to develop and carefully present his own quality line, Todd Smith.





As he began early communications with the fashion industry about his brand in 2007, retailers eagerly put in their orders for the first production. Today, Todd Smith apparel is available at select Macy’s and specialty shops. 

 

To the delight of his fans, LL is kicking off his official launch of Todd Smith with several in-store events nationwide. We caught up with the always stylish Uncle L at his booth at the MAGIC Convention in Vegas to discuss his philosophy behind the new designs, and his thoughts on being one of the true fashion leaders of our day.

 

AllHipHop.com: You’re presenting new line that’s just been unveiled for the Summer and Fall?

 

LL Cool J: This is just in stores this month, just arrived. It’s been five-and-a-half years in the making, and this is the first time I’m actually in stores. People have been hearing me talking about the [Todd Smith] line for years, and one thing about me [is] if I talk about something I do it. It may take time because I like to do it right, but I was patient and determined. Now we’re in stores.

 

AllHipHop.com: Talk about the inspiration behind the line, because you’ve got some really interesting  hoodies and jackets.

 

LL Cool J: The inspiration was just my personal life, personal tattoos, what I’ve been through as a man and as an artist. The actual logo is an African symbol that means bravery and fearlessness, because in life that’s what you need when you’re going after a vision. And [when you’re] determined to make something happen in life, you have to have bravery and fearlessness.

 

Not the false bravery and fearlessness or foolish pride or ego, I’m talking about when they [say] you can’t start your business, when they tell you you’ll never make it as an artist or executive, when they tell you things that are negative in that respect, that kind of bravery and fearlessness in the face of adversity. That’s what we’re doing.
AllHipHop.com: Over the years, what are some of the fashions that you feel were the strongest, and what are some that you hated and could not believe you wore?

 

LL Cool J: The Kangol was definitely a high point, Troop I think was a little bit quicker, FUBU was a high point for me, I still own a piece of that. Then it got to the point where I needed to be able to express myself as an artist and have a little more input and control creatively about the direction of the brand and how it was treated and positioned.

 

So I think Todd Smith is kind of the right way for me to show the world what I’m about as a fashionista, so to speak, and what I believe in - whether it’s rolling my pants leg up like I did on my show [In The House], and kind of influencing the world to do that, or whatever it is.





Now here we are with the Todd Smith brand. I want people to feel like a star when they wear the brand. When somebody puts my brand on I want you to feel like a celebrity, like a superstar. Be sexy. Be fly, feel fly, look fly, feel like you can do anything. That’s what the brand is about.
Remember, this isn’t some fly by night thing. This is as established and as entrenched as my career is, because I put all of my energy into trying to put something out there that’s quality. Hopefully people will appreciate it, I’m confident that they will and I think they’ll love it.

AllHipHop.com: You have some rock inspired gear here. That seems to be the trend right now. What sets Todd Smith apart from other brands that are doing that?

 

LL Cool J: There’s only so many notes on a piano - there’s 88 keys and only so many notes, but it’s the song that you create. I think our embellishments, the way we use the studs, the way we do the acid wash, the burnout tees, the way we use the rhinestones, the foiling, the way we do some of the overlayering and the combinations of fabrics, I think it makes it interesting and flavorful.

 

Then after that, it feels good on your body and it fits well, and that’s a plus as well. Between it being flattering on your body, feeling good on your body, and feeling comfortable, I think that’s enough. I know how I wanna look, and the challenge was to make something that people could afford and that I felt proud wearing. It took me a minute to get there, but I’m there and I think people will like it.

AllHipHop.com: Are you looking to get some of these pieces in the movies that you’re starring in?

 

LL Cool J: I’m gonna wear the clothes when it’s appropriate. I’m not gonna try to shove it down anybody’s throat, but if there’s a character that’s from a background or in a position where he can wear Todd Smith, I’m definitely gonna throw that Todd Smith on - whether it’s TV, movies, music videos or whatever.

 

I’m gonna definitely rep my brand to the fullest because it’s part of my lifestyle and I’m proud of it. I’m confident that people will like it.

 

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