Power couple Ciara and Russell Wilson are flexing their entrepreneurial skills yet again with a new business venture that’s merging fashion and philanthropy together.

Today, the Grammy-winning singer and star NFL quarterback announced their latest business project called The House of LR&C, a retail concept that focuses on merging the couple’s philanthropic commitments with their interest in the fashion world, VOGUE reports.

The fashion house is meant to be home to several brands in the near future including Wilson’s existing men’s apparel line, Good Man Brand, but is reportedly starting with sustainable streetwear line, Human Nation.

According to VOGUE, the brand ties in a give back component with the Wilsons’ Why Not You Foundation to engage its consumers, which is expected to be a common thread among its future brand partners.

Through this newly-launched enterprise, the Wilsons aim to democratize the fashion industry for young people while also inspiring them to get involved in their communities.

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“It’s really about how we can take sports, fashion, music, and democratize them to create opportunities for the next generation,” Wilson shared with VOGUE.

Ciara echoed a similar sentiment stating: “This process has continually inspired me. We have a tremendous opportunity to impact with The House of LR&C, and that keeps me motivated.”

The House of LR&C was co-founded alongside former Lululemon CEO, Christine Day, who also serves as the fashion house’s president.

“We were excited to have such a legend on our all-star team,” Wilson told VOGUE.

“We wanted to do it right. There are a lot of technical things that go into the backend of this process. That’s where Christine and her knowledge has been extraordinarily helpful. She’s informing us and essentially empowering us as business owners,” Ciara added.

With her help, the new enterprise was able to enlist the expertise of sustainability, product, and marketing experts to help uniquely position the brand. Through Flowcode — an adopted technology introduced by company founder and CEO Tim Armstrong — The House of LR&C is able to instantly connect and share content with consumers at a more affordable rate than paid media.

“Great brands are a direct reflection of the people who create them,” Armstrong said to Forbes. “The House of LR&C is a bold step forward for innovative DTC brand building and our team at Flowcode.”

In addition to its launch, The House of LR&C has also committed to tangible social and environmental sustainability goals developed by the United Nations, Forbes reports.

The fashion house’s launch arrives during a time where brand accountability and transparency are being demanded from consumers.

“We’re living in a different time when people want to be heard,” Ciara said to Forbes. “People are being way more vocal and expressive in this environment, and really finding their true selves by how they express what they get involved with.”

With this in mind, the Wilsons have aimed to create a fashion powerhouse where brands can collaborate with a company that shares their same values in sustainability, accessibility, and philanthropy.

“One of the core principles of giving back is that when times are tough, it’s even more of a reason to serve and give back more—that’s why we thought the House of LR&C can have a real impact on the world,” Wilson shared with VOGUE.

“It’s exciting that when you think about democratizing fashion, we’re giving people the opportunity to be a part of the journey with us—from empowering the community to being able to give back with us and be on that journey as well,” Ciara concluded.

For more information about The House of LR&C, visit its website.

The House of LR&C

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