Social Fabric


Blair Underwood Unveils Casual Spring Collection

By Ashley Chambers Award winning actor, director, and producer Blair Underwood is more than a handsome face in theaters and on TV screens. He’s a suave businessman and clothing designer with his BU Collection, a line of men’s tailored suits, shirts, and ties sold exclusively at K&G stores. His clotheslines are revolutionizing in-store and on-line marketing with record sales. He came to the Oakland Bay Area on Valentine’s Eve to announce his Friday, Feb. 16 launch in 106 stores nationwide of his casual line, which he says, adds a “funky flair” to his customary, modern contemporary and traditional line. Underwood surprised clothiers with his spectacular sales receipts during the 2012 Black Friday weekend. Besides standing for the initials of his name, his BU concept taps into an undercurrent need for shoppers to “be yourself, it allows you to Be You,” he says. “Our casual line of clothing additions, shoes, jeans, sport shirts, linens and accessories allow men, and the women in their lives, to help them model our stylish BU products for their daily lifestyles.” “I am absolutely passionate about delivering well-made, affordable clothing that allows men to express their personal style,” said Underwood. “The addition of casual apparel and accessories to the spring 2013 line offers shoppers even more opportunity to find pieces that fit their personality.” To inspire consumers and simplify the shopping experience, Underwood will feature tips for putting together the perfect look on the K&G Facebook page. The fashion superstore will also publish a “Shop the Look” page on allowing consumers to shop on-line. Underwood’s marketing plan is burgeoning because every sale has a philanthropic component. “I try to adhere to the principle of talking honestly to the heads of our customers while designing products that speak to their hearts. When we do that, they will buy. And when they buy, we all benefit, especially the community groups. Giving something back strengthens our social fabric.” Underwood’s business theme is “You do well by doing good”. Some of the non-profit charitable organizations and community-based groups that share from his contributions are AIDS Healthcare Foundation, Alameda Foster Care, Independent Living Skills Program, Berkeley Youth Alternatives Richmond Police Athletic League and Bright Futures International. He says the BU marketing approach is a vessel for non-profits to create a revenue stream. In the fall, he will roll out his line of women’s wear.