On Monday (February 3), Slim Shady shared an Instagram photo of the retro jacket Mr. Ladies Love Cool James sent to him with the caption, “Thanks LL for this incredible @rockthebells varsity jacket. It came in a boombox box!”
He coupled the post with another photo of the boombox packaging, which included an cassette tape with Eminem’s name on it attached to the handle.
LL’s debut fashion brand was launched on the official Rock The Bells website one week ago and has garnered support from Dr. Dre, Rick Ross, N.O.R.E. and LaLa Anthony, among others.
The seasoned actor/Def Jam MC is expanding his Rock The Bells brand into product and commerce with Rock The Bells Drop 1 featuring limited edition products and accessories.
According to a press release, “Drop 1 consists of premium brand collaborations and exclusive Rock The Bells-designed products that combine classic and timeless Hip Hop elements — Graffiti, DJs, Breaking, MCs and more — through the lens of modern culture.”
The collection includes “homages to gold link chains, graffiti, vintage Hip Hop party flyers and sly references” to LL and other legendary Hip Hop artists.
“Rock The Bells” stems from LL’s inaugural album Radio, which was released in 1985. In the first five months of its release, the project sold over 500,000 copies and by 1989, it was certified platinum by RIAA.
Check out the collection here.