Ed Sheeran Ventures into the Business of Fashion
Chart-topping artist Ed Sheeran has just announced his next career move: a venture into fashion.
Sheeran, who recently released his latest album, Divide, and whose single “Shape of You” has peaked on the Billboard Hot 100 for a seventh week, told The Sun that he was investing in the fashion brand, Hoax.
The artist has sported the skater-style apparel over the years, as the company is based in Suffolk, the same county Sheeran called home in the U.K. He’s hoping his investment in the local brand will help the company achieve a global presence.
Not surprisingly, Sheeran has been repping Hoax almost exclusively in recent appearances and promotional photos. He wore the company’s apparel for several radio interviews the day his single was released, and even wore one of the brand’s shirts for his performance at London’s Natural History Museum in November.
The English singer-songwriter is known for his casual style, often opting for hoodies or flannel, but has recently had a more polished look when wearing Hoax.
Hoax has expressed excitement over Sheeran’s support, no doubt looking forward to seeing their apparel represented by such a big name in pop culture.
“Ed is a great supporter of local businesses… the Hoax brand has been around since 1994 and he has always been a big fan. We’re stoked to have him as an ambassador representing Hoax worldwide,” says Hoax CEO Jason Carter.
On the company’s website, Hoax describes themselves as a “surf and skate brand, which is embedded in the culture of both surfing and skate in the UK.” The site also boasts Ed Sheeran’s support, featuring him on their “Ambassadors” page, where you can even shop from Ed’s favorite Hoax apparel.
“We’re stoked to have a homegrown legend onboard representing the brand on a global stage,” reads the Hoax site.
On the site, you can also order everything from hoodies and hats, to skateboards and surfboards, purchasing the gear with the clothing to match.
The Hoax brand certainly seems in line with Ed Sheeran’s signature laid-back look. Maybe he’ll even have his fan-base lining up to shop at his favorite local store.