LL Cool J Launching Line Inspired by Gold Chains in Hip-Hop Culture

LL Cool J is a busy man. After a pandemic-fueled Hollywood shutdown that lasted for months, the actor and entrepreneur is back on the set filming his popular CBS television show “NCIS: Los Angeles.” In his spare time, he’s continuing to embrace his heritage and history by further expanding his Rock the Bells franchise.

In January, LL Cool J — born James Todd Smith — launched a limited-edition collection of apparel and accessories inspired by the history of the hip-hop movement, named for the title of his 1986 hit song. That attracted the attention — and the funding — of an eclectic group including Redpoint Ventures, Bozoma Saint John, Harvard Prof. Henry Louis Gates Jr., The Azoff Co., Mark Cuban’s Radical Investments, Glenn Hutchins’ North Island and Eddy Cue.

In June, he teamed with Atlanta-based artist and designer Alexander-John on a special T-shirt and hoodie for the Black Lives Matter movement and to protest the police killing of George Floyd. The success of that project prompted the two to expand their relationship and today, they will launch the Chain Collection, a selection of T-shirts, a hoodie, jogger pants, varsity jacket and duffel bag inspired by the impact that gold chains have on hip-hop culture. The collection, which will be available starting at 8 a.m. PST on the Rock the Bells e-commerce site, will retail for $75 to $495.