Adam Levine believes his Kmart menswear line will appeal to everyone because it's so "anti-fashion".
The Maroon 5 frontman thinks his Kmart clothing range will appeal to most men because it shuns passing trends in favour of a timeless look.
He told People magazine: "In a way I'm not into fashion. What I'm trying to do is something that in a lot of ways is the anti-fashion line, and not necessarily based on momentary trends."
Adam admits his proudest moment since launching the line was seeing a singing hopeful wearing one of his t-shirts to 'The Voice' US auditions.
The 'One More Night' hitmaker said: "I saw somebody wearing one of my t-shirts at 'The Voice'. All of a sudden I see this graphic t-shirt that this guy's wearing and he's really into it and he was kind of giving me a thumbs up. I was just really proud."
The handsome star insists he is his own biggest fan and he has filled his wardrobe with pieces from the range.
Adam quipped: "I kind of love it all. I love the way the leather jacket turned out. It was really simple and cool. I have definitely lined my closets with my stuff."
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