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On a Scale of One to Ten, Venus Williams is "EleVen"

Thursday, August 23, 2007

Not surprisingly, Venus Williams has been signed by Steve & Barry's and has agreed to create 'EleVen', an exclusive range of sports and loungwear for the US retailer. The 120-piece range will include a variety of sneakers, velour tracksuits, fleece jackets, graphic tees, sports socks, bras and accessories. Once again, all items will be priced $20 or less with Venus expected to preview her collection during next week's U.S. Open tournament. To preempt its official launch in November, Steve & Barry's is producing 100 pairs of EleVen court shoes ($14.98) which will be available this Friday from their Manhattan Mall on a first-come, first-serve basis. Steve & Barry’s unveiled EleVen at a promotion today at their Manhattan Mall store in New York, with Williams in attendance. Once launched, the line will have a dedicated EleVen section within Steve & Barry’s locations.

Venus will appear in marketing and make personal appearances; a dedicated web site will link from http://www.steveandbarrys.com/

Based upon the few pieces on display with Venus in the above photo, the line looks rather stylish to me and the price certainly is right. My only concern would be fabrics at such a low price. However, if fabrics are complimentary to the styles and with the low cost, Miss "V" and Steve & Barry's may have a hit on their hands.

The genesis of the brand name "EleVen?" It was selected for two reasons, Venus explained: Her childhood address in Compton, California included 11, plus the number means going beyond the classic "top ten. Eleven can be better than the best."

Venus has been preparing herself for just such a moment. Over time she has attended fashion classes. She's on track to receive a degree from the Art Institute of Fort Lauderdale at the end of the year. That education has positioned her for the development and vision of EleVen, she said. "It's helped me understand style, color, design history, putting seams in the right place."

In an interview Howard Schacter, Steve & Barry's chief partnerships officer stated, "Venus brings to us an ideal combination of characteristics that we know will result in a grand slam--pun intended. It was about an opportunity to tap into her fashion passion and education and apply it to a line of clothes which will also be affordably priced."

Posted by Shelia

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