Russell Westbrook is as known for his NBA superstardom as he is for his distinct personal style. Okay, that’s a stretch, but what Westbrook wears to a game — or front row at Paris Fashion Week — is an essential ingredient in the allure of bonafide celebrity he’s been able to craft. His interest (and influence) in fashion has lead to collaborations with Nike and Barney’s New York, as well as a handsome Rizzoli hardcover published last year, titled Russell Westbrook: Style Drivers, and plenty of love over the years from Vogue, GQ, The New York Times styles section, and more. The obvious next step would be launching his own fashion brand, which he actually did in November of last year, albeit rather quietly. The label is called Honor The Gift, “a brand of self-belief and dedication to honor the gift ‘he’ has given you,” and its second collection launches today on honorthegift.co. The collection is inspired by — and titled — Inner City, an ode to Westbrook’s upbringing in the Los Angeles neighborhood Hawthorne. Comprised of graphic T-shirts, crewneck sweatshirts, hats, and socks, the unisex streetwear ranges in price from $20 for the socks to $98 for a heavy fleece pullover hoodie, with everything made in Los Angeles. Read more at Forbes.