by Brian Lipton

cr7International soccer superstar Cristiano Ronaldo’s new men’s denim line, CR7, is set to hit the market in late April. The brand will initially launch on, with a full global launch to retailers to follow in the coming months. U.S. retailers are still being lined up, while global partnerships having already been established with Zalora, Zalando, Myntra and Namshi for distribution.

The line focuses primarily on jeans, but also features shirts, jackets, and other tops. It is targeted towards buyers 18-25, and blends comfort with fashion.

It is broken up into three separate collections: Core ($69), which features simple washes; Signature ($89-99), which highlights details including rips and splatters; and Fashion ($129), which uses premium fibers and more complex washes. Designer Chris Allison adds that his favorite color is “white,” which will be present in every collection in some form (such as the white rivets present on all pieces). Particular emphasis is also being placed on the rear end of the jeans because “we want to make your butt look really good,” he said.

Ronaldo, who is Portuguese but plays for Spanish team Real Madrid C.F., plans to be active in the creation of the line, throughout each season, and will also appear in the brand’s current advertising campaign. “I don’t take myself too seriously but I take what I do very seriously,” he says. “So when I had the opportunity to launch my own denim line – I didn’t want it to be like any other denim line. I’ve always loved this look but it frustrated me how heavy and uncomfortable it can become when you’re constantly on the move as an active person. Inspired by what’s important to me, this collection is for more than just my fans. It’s for anyone who shares my values. That’s why it not only looks the way denim should look, it’s made to be lived in.”