TORONTO - Before embarking on his successful music career, Black Eyed Peas' frontman will.i.am had designs on a far different line of work.
"Right after high school, I went to fashion school and the music just was a stronger calling at the time," recalled the Grammy-winning artist, who attended the Fashion Institute of Design and Merchandising in Los Angeles.
"I think I made the right decision."
While continuing to pump out hits with his multi-platinum-selling group, the rapper, singer-songwriter and producer is returning to his fashion roots with his menswear line, i.am.
While in Toronto for two concerts this week, the 35-year-old took time out for an in-store appearance at Harry Rosen in the upscale Yorkville area to launch his line in the city.
The offerings on display included a mix of basics like graphic T-shirts, alongside refined knits, some of which feature leather accents and detailing.
Outerwear pieces run the gamut from traditional pea coats to edgier hooded jackets with a graphic printed lining and coats with mesh-style pinhole cutouts.
"The thing that inspires my line, it's not a person, it's youth," said the fashion-forward hip-hop star, decked out in large blue-framed sunglasses, a white Henley-style T-shirt, black vest and scarf, knee-length cargos and high tops.
"Youth culture, youth hip-hop, dance culture, the world of the arts, and just expression."
The collection also has a strong Canadian connection, designed and produced by the i.am je suis division of Manhattan International based in Montreal.
"(Owner)Ted (Rozenwald) is a great dude and we have a lot in common as far as the desire to succeed, and how dedicated he is to making sure it's right and perfect, and I'm the same way in the world of music," said will.i.am, whose real name is William James Adams, Jr.
"Right now, we are making this thing grow," he added. "Like I told him, I'm dedicated to this venture for 10 years. I want to see it really really do well."
But when it comes to creating clothes for the Black Eyed Peas' lone lady member, Fergie, or any other women seeking feminine pieces from the i.am label, they're out of luck -- at least for the time being.
"I'd like to do stuff for girls, but right now, I just want to get the dudes right," said will.i.am.
In the meantime, he simply wants to make pieces that inspire people to wear them and he doesn't seem interested in crafting tailored looks or styling one particular individual.
"I ain't trying to dress no dude, like 'Hey, dude, you look nice in this.' No," he said pointedly.
"I want to make fly jackets, you know, fly pieces, that a guy's going to want to wear, or his girlfriend says, `You need to put this on.' That's the key."
While the creation of his line is what will.i.am describes as both a "passion" and "dream," music remains very much on the front-burner for both him and his chart-topping band.
That includes plans to embark on another Canadian collaboration -- a 3-D concert film, possibly being helmed by Oscar-winning director James Cameron.
"We were going to do a 3-D film, and when he showed interest then we were excited that he got interested," will.i.am said of the "Avatar" director, who was born in Kapuskasing, Ont.
"Nothing's set in stone, everything's being defined now."
In the meantime, the group is plugging away in the studio, recording.
"We're always working, there's no downtime," said will.i.am. "You have to keep all your ammunition. You always have to have bullets. You always have to have songs, beats, ideas -- fresh."
"You don't want to come out with 2008 stuff in 2010, and you definitely don't want to come out with 2010 stuff in 2011."
"You always want to like anticipate what 2015 sounds like. It's my job and duty to always be in the studio."
