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As Ellen DeGeneres joins the wave of stars setting up lifestyle brands, more details are coming to light about DeGeneres's ED, which is set to go on sale in mid-June online at Edbyellen.com. WWD's Bridget Foley spoke with DeGeneres about her ambitious plans which include a women's line, totes, tabletop, jewelry, a major event planned for New York Fashion Week, and eventually menswear, cruelty-free shoes, pet products—the list goes on.
DeGeneres isn't shying away from luxury price points for her line. According to WWD, fall cashmeres haven't priced yet but they are expected to sell for at least $1,500 and could reach $2,000. Spring prices are gentler, topping out at $400. T-shirts will start at $45 and will go up to $75 for special treatments.
Fabrics will be sourced from Italy and Japan, and other fancy details include the word "Love" embroidered into the underside of jacket collars, hand-stitched button holes, buttons etched with the letter "E" in red, and goat-shaped lapel pins included with every jacket.
"These products are just quality," DeGeneres told WWD. "My concern was if it’s got my name on it, I want to be really proud of it….I have very few things in my closet that I had held on to for eight or 10 years. I’m trying to do something classic that is going to last."