World-renowned music producer Alexander Grant (aka Alex da Kid) definitely has no shortage of hits. Responsible for tracks like Eminem and Rihanna’s “Love the Way You Lie” and Imagine Dragon’s “Radioactive,” to name a few, he’s already a notable figure in the music industry. Now, he’s tackling the fashion world with his own luxury fashion label, _by.ALEXANDER.

The 19-piece collection, titled 000 CHANNEL BLACK, was designed and produced by Grant himself in Los Angeles and features unisex and women’s styles, with a mixture of tomboy, utilitarian, and ultra-feminine designs. The unique styles paired with oversized silhouettes and neutral earth tones are the perfect transition for the legendary producer to make his mark in fashion. Some notable pieces include the Cropped Puffer Jacket, Oversized Button Up Flannel Shirt, Slim Jogger, Sports Bra, Cropped Sweatshirt, and Cutout Pocket Jeans.

This label will also allow Grant to fulfill an important creative goal – making a positive cultural impact on young creatives. _by.ALEXANDER will ultimately serve as a multidisciplinary hub for young talents in music, film, art, and fashion, which Grant considers to be a unique objective for a fashion label startup.

Irina Shayk kicked off the launch of the _by.ALEXANDER editorial campaign, styled by Mel Ottenberg and shot in Los Angeles. Actor Gary Bussey stars in the menswear campaign for the label, sporting the collection’s oversized outerwear.

For more information on _by.ALEXANDER, head over to the label’s official website. Check out Irina Shayk’s interview with Alexander Grant below: