Ellen DeGeneres just can’t sit still. Every time I tune in to check on her, she’s starting some new endeavor. Ellen is currently touring in her first stand-up tour in 15 years. She also recently partnered with the Dian Fossey Gorilla Fund to establish the Ellen DeGeneres Wildlife Fund (technically a gift from her wife, Portia de Rossi). Plus she debuted her new game show, Game of Games and, of course, she has her daily talk show. So with the 30 seconds of free time she has left, Ellen has decided to design a second clothing line. Ellen, who already has her lifestyle company ED by Ellen, will offer a new, gender-neutral clothing line at Walmart next month, inspired by her own style.
It just got a little bit easier to mimic Ellen DeGeneres’ dance moves. The comedian is launching a new clothing line based on her stylish flair (with lots of jeans and sneakers, natch) — that’s hitting Walmart shelves next month.
This isn’t DeGeneres’ first foray into the branding game. In 2014, she founded luxe lifestyle company E.D., offering clothing, home goods and even pet products. She partnered with Gap to release a kids clothing line and later created a variety of shoes and sneakers, perfect for dancing on The Ellen Show.
But EV1 is short for “everyone,” and the emphasis is on inclusivity. It will launch on Walmart.com in September with select pieces debuting in 2,300 Walmart stores on Sept. 10. Each of the 60 clothing styles — including denim, tees with inspirational phrases, shoes and accessories — costs $30 or less, and new designs will be introduced seasonally.
In a statement, DeGeneres says the inspiration behind the line is “Adorableness. Is that a word? The biggest inspiration was actually inclusiveness. That’s definitely a word. EV1 promotes kindness and love and diversity. We wanted it to appeal and be available to as many people as possible. Plus, it really is adorable.”
The inspiration comes from DeGeneres’ gender-neutral personal style — she frequently sports sleek watches, sneakers and blazers on her show, along with her staple jeans and T-shirts — and comes at a time when gender-neutral clothing as a category is gaining traction in the fashion industry.
I’m a fan of gender-neutral clothing as well as Ellen’s style evolution. I dig her hip-preppy chic vibe but I especially love her fashion palette. EV1 is not branching too far from her ED by Ellen brand other than she is adding “elevated denim” to the articles sold (I still need the term “elevated denim” defined for me in a way that goes beyond ‘fancy jeans’). The biggest difference seems to be that ED by Ellen’s clothing starts at $30 per item and EV1 stops there.
I support Ellen wanting to design clothes, although I’m a bit surprised to see her selling them at Walmart. I completely understand why Walmart sought out Ellen, though. For years, Walmart has tried to shake their anti-LGBTQ reputation. But the Human Rights Council just suspended their score in the 2018 Corporate Equality Index after citing multiple accounts of discriminatory behavior. The Advocate argued that the score suspension was long overdue and that the promotion of an LGBTQ-friendlier Walmart has just been a façade this whole time to court revenue. Ellen is far from being a perfect person but I have always believed she was a well-spoken advocate for the LGBTQ community. It seems to me that instead of trying to help them improve their LGBTQ image, she would be better served to wait until they’ve proven themselves with a better record. I wish she’d gone to JCPenney’s instead. They beautifully supported her after One Million Moms came for them over Ellen as their spokesperson.
Photo credit: WENN Photos and Getty Images
Walmart is one of the most evil companies on the planet run by six abhorrent billionaires who couldn’t care less about LGBT or anyone else for that mater, all they want is $$$$$$$$$$$. I’ve never been a fan of Ellen because I simply don’t think she’s funny and now she’s throwing greed into mix. I hope this is a failure just like I hope everything the Waltons and Walmart does is a failure. Ellen seems like an otherwise nice person, shame she’s getting into business with these soulless aholes.
I totally agree with you about the evil and abhorrent nature of the Waltons, but I’m not sure why you say everything they do is a failure. There are Wal-Marts in practically every boondock of the United States, having put all other small-town retailers out of business. The one where I live is always PACKED with shoppers. I think they’ve been pretty successful in obliterating most retail competitors in small-town/middle America. Ellen went with Wal-Mart because she’s also a millionaire who likes to make money, and Wal-Mart is the outlet through which she can sell millions of dollars of clothing.
JC Penney, on the other hand, which Hecate’s post mentions as preferable, is a mall store that’s only really around in towns that have malls, and not all of those towns. When I go in my local JC Penney, usually because I have a coupon for bath towels or something like that, it’s kind of deserted. She is not going to move nearly as much product at Penney.
I think she’s hilarious, but I totally agree that she shouldn’t be supporting the world’s most destructive company. Imagine the good she could do to promote a smaller, more ethical org.
Walmart isn’t a failure at all, I’m saying I hope this project and everything else Walmart does is a failure. Waste of my time obviously but my blind hate for this evil company won’t relent.
Why is Ellen is business with Walmart? I mean, other than $$. How much more does she need?
Outside of their anti lgbtq+ bullshit, the corporation exploits workers in the US and overseas.
I generally like Ellen but this is disappointing.
Agreed. Bad move by Ellen.
I agree. Walmart is all sorts of horrible. Disappointed to hear Ellen is doing business with them.
Yup agreed. I hate Walmart
I feel like having a shower after being in a Walmart store. Which isn’t often.
Me too. It always seems dirty and gloomy. I guess I won’t be seeing Ellens clothing line
Hey today is their 10th anniversary is it not?
Happy anniversary to #lezrelationshipgoals.
We should all be so lucky to find someone who allows us to flourish.
I wish them 10 more years!!!
Walmart is a beast, and like all retail giants have their hands in many nefarious dealings–not least the destruction of labor unions. But as a lifelong lesbian who grew up in the red state heartland, I’ll enjoy seeing her products front and center in small town Walmarts when I go visit family. Kind of like I got a kick out of Katy Perry’s “I Kissed A Girl” being played on every radio station there ten years ago. We’ll see how it goes, but I think there are a fair amount of people who will buy her stuff. I know that The Ellen Show often plays on TVs in doctor’s offices there, and no one bats an eye. Ellen does a lot of good by marketing herself as a regular gal.
I haven’t shopped in a Walmart – or even walked inside one – for twenty years. They have cheaper prices because they bully their suppliers. They operate much like Cheetolini does. They keep their workers on “part-time” so they don’t qualify for perks, so need food stamps and medicaid to get buy. Forbes reports that taxpayers are on the hook for $6.2 BILLION dollars in public assistance for underpaid Walmart “associates”. They are a shit company.
It’s a money move. Imagine the women at home in front of their tv’s watching Ellen’s pranks and laughing hysterically. They shop at Walmart.
While I dont disagree with any of the above posters.. maybe she chose Walmart because of easy accessibility? Walmart are pretty much everywhere, and relatively affordable.
Yes, it has easy accessibility but they refuse to pay their workers a fair wage with healthcare and their bully tactics are reprehensible on so many levels. I choose not to support their evil billionaires. After all I can only vote with my dollars.