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Ciara and ex-Lululemon CEO launch a brand new clothes model with "greater than vogue"

Grammy-winning artist Ciara has started a new fashion company with her husband, NFL star Russell Wilson and former Lululemon CEO Christine Day. But the brand, dubbed House of LR&C, has a mission that goes beyond the clothes it sells, Ciara and Day told CNBC on Wednesday.

"We don't just do the fashion part. We also combine the passion for fashion, but also the passion for effect. That was very important for Russell and me as well as for Christine when we founded our company. There has to be more to it than fashion" said Ciara at Closing Bell.

In addition to focusing on environmental sustainability, 3% of every purchase goes to the Why Not You Foundation, which Wilson founded in 2014. It supports efforts for access to education, poverty reduction and children's health.

Day, who left Lululemon in late 2013 after more than five years with the sportswear company, said the brand's launch during the coronavirus pandemic marks a "turning point" for retailers. "I think some of the things that consumers are really looking for are sustainability, versatility and durability in their clothing," said Day, also a former executive director at Starbucks.

She said the House of LR&C is trying to fill a niche in the market with younger buyers who are socially minded. "They want companies to build business models that are important, that have inclusion and unity, and sustainability and love, and there aren't enough of those in this world," said Day.

The company's two clothing lines are currently Good Man Brand, which Wilson founded in 2016, and the newly launched Human Nation, which sells casual, gender-neutral items. A women's brand is also in the works, Day said.

The House of LR & C's official launch this week comes during the holiday shopping season, which has been changed by the pandemic. Monday was the biggest US internet shopping day of all time, according to Adobe Analytics data.

Clothing is sold directly through the website, but Day said it is also important to go beyond the direct route to the consumer by partnering with Kohl & # 39; s and Nordstrom. Ciara said House of LR & C's mission is centered on the retailers known for their brick and mortar presence.

"When you look at the landscape and see the world changing, especially at … companies like Kohl's, they also evolve over time," Ciara said. "I've been lucky enough to do some really cool things with Kohls. We just like where they went with things. We sat down and talked about our vision for what we were doing, we really connected and we felt That the plan you had really made sense of what we were trying to do and vice versa. "

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