Ellen DeGeneresy lifestyle company ED by Ellen, will offer a new, gender-neutral clothing line at Walmart next month, inspired by her own style. This isn’t DeGeneres’ first foray into the branding game. In 2014, she founded luxe lifestyle company E.D., offering clothing, home goods and pet products. She partnered with Gap to release a kids clothing line and later created a variety of shoes and sneakers, perfect for dancing on The Ellen Show.
EV1 short for “everyone,” will launch on Walmart.com in September with select pieces debuting in 2,300 Walmart starting today. Each of the 60 clothing styles — including denim, tees with inspirational phrases, shoes and accessories — costs $30 or less, are gender neutrality and new designs will be introduced seasonally.
In a statement, DeGeneres says the inspiration behind the line is “Adorableness. Is that a word? The biggest inspiration was actually inclusiveness. That’s definitely a word. EV1 promotes kindness and love and diversity. We wanted it to appeal and be available to as many people as possible. Plus, it really is adorable.”
The inspiration comes from DeGeneres’ gender-neutral personal style — she frequently sports sleek watches, sneakers and blazers on her show, along with her staple jeans and T-shirts — and comes at a time when gender-neutral clothing as a category is gaining traction in the fashion industry.