Adam Levine had to do a little backtracking when he released his own celebrity fragrance 222 after previously tweeting, "I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward," back in 2011, and it looks like he might be headed that way again with this brand-new video previewing his Kmart/Shop Your Way men's clothing and accessories line!
Picking up a gray knit beanie, Levine mocks the style seen on the likes of Zac Efron, Ashton Kutcher and his own pal Jake Gyllenhaal.
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"You know what a lazy beanie is right? It's like the actor thing," he jokes while making an overly serious face, obviously throwing some shade at the much-maligned trend.
....But does he forget that he wore the very style himself on multipleoccasions?!
But though it's clearly all in good fun, the video does show how heavily involved Levine is behind-the-scenes of his new line, making quick decisions on precise details having to do with his belts, scarves and hats.
"Partnering with Shop Your Way to develop this line was an exciting opportunity for me and I am really looking forward to diving into the process of designing an apparel and accessory collection," the popular Voice mentor said in a statement when the news of his latest endeavor broke in January.
Related: Adam and Nicki Kmart Collections Coming Soon
The exclusive-to-Kmart Adam Levine collection, which includes denim, outerwear and and knits ($14.99 to $69.99) as well as a range of accessories ($9.99 to $16.99) launches online on Sept. 15 (at shopyourway.com), and will hit Kmart stores on Oct. 1.