Bob Marley goes upmarket with clothing line

Bob Marley goes upmarket with clothing line

At Push Emporium, a hip boutique in downtown Los Angeles, a display is devoted to denim jeans ($220), military-style jackets ($310), T-shirts ($50) and other apparel from Tuff Gong Clothing. The new, pricey fashion line was inspired by an unlikely, populist source: reggae superstar Bob Marley.

Despite the Jamaican-born icon’s enduring popularity with everyone from political revolutionaries to college frat boys, Push owner Sally Daliege says it isn’t easy to sell consumers upscale clothing linked to the musician. “I know what they’re thinking,” says Ms. Daliege, whose store is currently stocked with $10,000 in Tuff Gong merchandise. “They’re thinking I can get this on Hollywood Boulevard for $10.’ “

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