Known for his eclectic outfits, Will.i.am, and partner, Lor-e Phillips began designing their first collection in 2001 when they decided the world needed to be awakened to what they were doing and see their views of fashion.

Will.i.am, Grammy-winning musician, producer, songwriter, and lead emcee of the group Black Eyed Peas, also has a fashion background, having attended Los Angeles’ Fashion Institute of Design and Merchandising.

His partner, Lor-e Phillips, the head wardrobe stylist for Black Eyed Peas, has been designing for 12 years, as owner and manufacturer of her own line as well; she has developed an extensive background in the worlds of fashion and business.

			Photos By Smallz & Raskind

Catering to stylists and Hollywood’s elite, i.am clientele includes Ashlee Simpson, Gary Dourdan, Wilmer Valderrama, and members of Coldplay to name a few. A creative and unique label founded under the motivation of creating one of a kind garments in an industry where mass production consumes each person’s need for individuality. i.am clothing is haute couture for the street and consists of waistcoats, skirts, blazers, trousers and scarves for males and females. Each piece handcrafted under the critical and watchful eye of designer Lor-e Phillips, is signed and numbered personally by Will.i.am. The maximum number produced by i.am is 500, making each piece in the collection a must-have.

i.am’s first two collections were privately available to select celebrity clientele. Collections three and four debuted at Los Angeles’ Fred Segal Boutiques. Collection five debuted in February, 2005 at the MAGIC convention featuring a live performance by Macy Gray and the Black Eyed Peas at an exclusive celebrity filled runway show at the Palms Hotel & Casino in Las Vegas, thus making i.am clothing available at select boutiques world wide.

i.am’s current collection will be held exclusively at the Hard Rock Hotel boutiques across the country in 2007, launching in Madrid, Spain, where you may also see the entire Hard Rock staff wearing their exclusive i.am uniforms. “ I was thinking rock and roll night life, mixed in with the basis of what i.am already represents, which is sort of a mix between Oliver Twist and high end couture. It was a bit challenging at times while keeping in mind that they need to be durable enough for everyday wear and sensible to each employees’ daily duties, but the final product is something I think everyone will be very happy with.” Lor-e Phillips says. Of course, each uniform will contain the exquisite, unique detail that i.am is known for. “We’re a company that is looking to be around 40 years, 50 years, and forever. We’re not following trends, we’re setting them.” Will.i.am says.