HMV moves into fashion

Music retailer HMV is venturing into fashionwear with a new range of clothing and accessories going on

sale across its stores this month.

The retailer has teamed up with music-loving brands such as Boxfresh, Lee Jeans, FLY53, Eastpak and Rocawear - the label founded by Hip Hop artist Jay-Z - to bring men's clothing and accessories to its 38 stores including London's flagship Oxford Street, Leeds, Manchester, Liverpool, Birmingham, Southampton, Cardiff, Glasgow, Belfast and Dublin.

The ranges will be stocked in a dedicated instore department called The Studio, which will also house related and licensed entertainment products.

HMV has been reinventing itself in recent years to become a broad-based entertainment brand that sits comfortably in today's popular culture. The move into fashion represents a natural progression for the company, which has already been successfully stocking licensed merchandise, such as artist t-shirts supplied by leading manufacturer Bravado, for a few years.

HMV's new fashionwear range will be launched with a number of instore events that celebrate the relationship between music and fashion. Shoppers and music fans should look-out for live performances and fan signings from the likes of Brit-rapper Kano and new band Everything Everything.