Not only can you watch Black Entertainment Television, but now, you can wear it, too. BET Holdings Inc. continues its diversification trend by establishing a new joint venture with G-III Apparel Group Ltd. to produce an apparel line.
“[These ventures] are important part of us leveraging our brand into businesses other than cable televisions,” says Robert L. Johnson, chairman and CEO of BET Holdings.
According to Carl Banks, the former New York Giants linebacker and a licensing director of G-III, the BET apparel line will be available nationwide next year and will consist of a broad range of lifestyle clothing ranging from underwear to outerwear. “This is not a designer brand so it won’t have the logo slapped all over the place,” says Banks. “Think GAP–the clothes are going to be affordable and of a quality representative of what BET stands for in the black community.”