Ellen DeGeneres is putting the finishing touches on her new lifestyle and clothing brand, E.D., which she’s developing with investor J. Christopher Burch. Her plans for this new adventure? “We want to break every rule,” DeGeneres told Vogue’s Hamish Bowles.
E.D., which is pronounced “Ed,” like Portia de Rossi’s nickname for her wife, stands for “effortless design,” as far as its creator is concerned. DeGeneres is starting E.D. with a capsule holiday line and then plans to build the brand to include everything from home goods to garden tools. Men’s and women’s clothing will be “accessibly priced” and designed in the style of DeGeneres’ own classic look. Everything will be available through the E.D. website (which launches spring 2015), retail partners and pop-up shops.
As it turns out, DeGeneres’ goal seems to be consistent with the likes of Aerin, Martha, Blake and Gwyneth in terms of creating an all-encompassing lifestyle brand: “When I someday decide to stop doing the show, my entire focus is going to be design.”