Sylvetesr Stallone and retail executive Michael Henry have partnered to create a new business, Sly Inc., to develop Stallone, a men’s lifestyle brand, for launch next year, Men’sWeek magazine reported yesterday.

“I thought the time is now,” Stallone says, “I’ve lived a life where I know what has worked and what hasn’t worked. Clothing is the first step to building a character.”

The company is looking for wholesale licensing partners in multiple categories including jeans, shirts, outerwear, underwear and watches. In addition, Stallone plans to launch eyewear, grooming products, fragrance, activewear and athletic shoes. The target customer will be men between the ages of 25 and 40. “Sylvester Stallone enjoys being well dressed and he has great advice to offer on clothing and accessory options”, says Henry, president of Sly Inc. “He appreciates being comfortable in his clothes, having the right fit, wearing fine watches and eyewear, and he demands only the best materials for this brand.