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On July 26 at Harry Rosen on Bloor Street, will.i.am of The Black Eyed Peas launched his new clothing line, i.am. The collection features jackets, blazers, t-shirts and accessories for men. Text by Laura Serra, photos by JJ Thompson for The Globe and Mail.

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Muqu Ahsan, Canadian Living magazine

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Alex Linds (left) and Sara Finkelstein

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Robert Herjavec and Skye Herjavec

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Simon Benstead (left), Marben Restaurant and Morad Reid Affifi, KINGWEST magazine

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Sharon Connelly

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Bethany Thomson and Jonathan Thomson

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ET Canada's Natalie Deane (left) and Anastasia Gordon

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Luke D'Alves

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Jane Juzda (left), Ashley Haul and Marla Brum

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Howard Dubrovsky, chef and owner of L.A.B. restaurant

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Tracy Fu and Collin Sood

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Larry Rosen with his sons Ian (left) and Graham

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Models Franck Onambele (left) and Joshua Lipsey wearing the new i.am collection

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When asked about his role as both a musician and a fashion designer, will.i.am said, "Music is breathing, it's my vehicle to escape the world. Fashion is my vehicle to express myself when I come back to the world."

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