ABS-CBN.com September 24, 2014 02:47 AM
The 39-year-old rapper has teamed up with Australian designer George Gorrow - who co-founded the fashion label Ksubi - to create the line entitled ill.i Optics.
The range for both men and women features 12 different styles of sun and optical glasses, available in colour palettes including gold, tortoiseshell, black, silver, grey, gunmetal, white, red and burgundy.
The 'Bang Bang' hitmaker said: "I see a gap in the world of eyewear and this is my installment of what I feel is missing. I want this to be an honest brand - it's about dedication and passion."
According to Mailonline, the self professed "eyewear connoisseur" has worn and collected pieces for over 20 years, with the campaign for his debut line featuring carefully selected items from his own personal eyewear collection.
The adverts -which were shot in Los Angeles - also include a unique soundtrack produced by will.i.am for the campaign which "captures the mood" of the collection.
The ill.i Optics website launched the line yesterday (16.09.14), describing the collection as an "homage to the evolution of eyewear".
The site reads: "The collection pays homage to the evolution of eyewear; drawing inspiration from rare vintage shapes - twisted and reworked to create something new and fresh, progressive and timeless."
Prices start at £170 for optical frames and £180 for sunglasses and are available to buy from a number of exclusive stockists.