(EMAILWIRE.COM, August 23, 2001 ) Multi-platinum hip-hop recording artist Nelly has announced the debut of his own clothing line, VOKAL, to bear his signature hip-hop fashions for young men. For the clothing venture Nelly has teamed up with the clothing firm ALM International. "VOKAL will set the hottest trends for young menswear. My line is going to take a creative and different approach to casual urban clothing," says the St. Louis-based recording artist whose CD, "Country Grammar," has dominated the music charts and has been certified seven-times platinum.

Now Nelly is set to make a major statement in fashion. "VOKAL means 'speak for yourself' and this clothing speaks for itself," says Nelly. "VOKAL may be a Nelly thing, a St. Louis thing, but it has global appeal. We plan to make this line a worldwide success." Innovative denim wear and trendy T-shirts will be just some of the items in the broad array of fashions the VOKAL line will include. Prices will range from $60 and up for jeans and $24 and up for T-shirts. According to ALM president, Mark Hager, the Nelly line will have global appeal and be targeted to a broad age range of men, from 13 to 30. "Nelly has style and charisma. Whatever he does is hot. And these clothes are going to be hot," says Hager. "The Nelly-ALM partnership is a perfect match. We wanted to work with him not only because he's successful, but also he's a very humble and charitable person. He really cares about his fans."

Since making a splash on the music front, Nelly has been bombarded with offers of starting his own clothing line. ""I wanted to wait for the right time and company, and ALM is ideal for the plans I have for my line," says Nelly, who will be very hands-on in the designing of the line. His cousin and business partner Yomi will handle the day-to-day operations of VOKAL.

According to George Hughes, ALM vice president of marketing, a major marketing campaign is planned for VOKAL, with ad placements in all the major music and lifestyle magazines. Also in the planning is a VOKAL website, which will link to Nelly's site. VOKAL will appear in major retail and specialty stores this Holiday season.

"Keep an eye on what I'm wearing," says Nelly. "I'll always be dressed in VOKAL."

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Produced for VOKAL

Contacts:

George Hughes, Vice President, Marketing
(212) 354-1108 ext. 258

Beverly Paige,
PMTPR@cs.com
(212) 364-9654

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Contact Information:
VOKAL
Joseph Nchor
Tel:
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