Certainly not the first pop star to dabble in fashion, Levine, however is making his collection of men's and women's contemporary apparel a family venture. His dad, Fred Levine owns the veteran SoCal boutique while his cousin Sami Cooper owns the apparel-manufacturing facility that will produce the line, WWD reports.
Although Levine prides himself in being a fan of labels such as Balenciaga, YSL, and Ann Demeulemeester, his own line will be much more casual by comparison. Together with family and his stylist Aristotle Circa (which is a great name, by the way), Levine's 222 will consist of pared-down jeans and casual wares for guys, alongside minimalist silk dresses and separates for the ladies.
The significance of the number 222 lies in its luck--it's the address of Maroon 5's recording studio and Levine has the numbers tattooed on his forearm. Before the word "luck" gets thrown about too readily, Levine is quick to stress that the collection is rooted in his family's expertise and his own personal passion, and not just a moneymaker because he's "in a famous band." The fact that he's in a famous band, and now makes women's clothing to boot, will probably make Levine even more of a model magnet, though.