SBD/March 3, 2011/Marketing and Sponsorship

On The Catwalk: Celtics' Jermaine O'Neal Launches New Menswear Line

Celtics F Jermaine O’Neal has launched Le Jaunty, his "own line of menswear,” according to Jill Radsken of the BOSTON HERALD. Denim is “at the core of Le Jaunty, which juxtaposes urban streetwear with an air of gentility.” Though the brand's mascot is a "hawk and its tagline is ‘Gentlemen of an Inclusive Society,’ Le Jaunty isn’t priced rich.” T-shirts begin at $30, and the “line tops out at $125.” Le Jaunty Design Dir Michael Chew Shaw said, “The demographic is the 20- to 35-year-old who wants casual wear, but a little dressed up." O’Neal said, “I’ve always been interested in fashion. It’s exciting, something that I love to do.” O’Neal added he is “extremely hands-on” with design and production. He hopes that the line “makes a retail entrance at Macy’s or Nordstrom” (BOSTON HERALD, 3/3).
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