Comedian and talk show host Ellen Degeneres has been hyping the launch of her lifestyle brand since she announced plans to venture into retail a year ago, and on Tuesday the brand launched exclusively online at EDbyEllen.com.
ED — named after wife Portia de Rossi's nickname for Degeneres — has a classic American aesthetic with a focus on simple, tailored pieces like polo shirts and knee-length shorts. With the exception of one t-shirt dress, the entire debut collection consists of separates. Several shirts feature simple animal line drawings, as do many totes and brushed nickel pins, in a nod to Degeneres' well-known love of animals. The accessories offerings also include simple caps and bracelets with inspirational words. Prices for the entire brand range from $8 for a pin to $365 for a hand-blown glass cake plate.
J. Christopher Burch's Burch Creative Capital is a founding partner of the brand. Burch made news earlier this year when C.Wonder shut down all its stores, reportedly costing him $70 million. Burch Creative Capital also invests in Baublebar, Bib & Tuck, Jawbone, Outdoor Voices and Trademark.
Degeneres released the following statement on the occasion of ED's launch.
“I set out to fill a void in the marketplace of high quality, comfortable yet chic and easy-to-wear pieces with impeccable detailing. I am so excited I partnered with Chris Burch who shares my passion for good design and amazing product. Today my ED line has finally launched and everyone can now have a piece of me… You know what I mean.”
Even press releases can be funny, especially if Degeneres is involved.
See below for our favorite pieces from ED, available now.