Celebrity Fashion Destination In-House to Launch in April


The e-comm destination for celebrity-, athlete- and tastemaker-led brands is home to 15 brands from The Weeknd, Wiz Khalifa and Daniel Patrick.

WWD In-House, a celebrity and tastemaker fashion destination offering brands from The Weeknd, Wiz Khalifa and more. Courtesy Photo In-House, an e-commerce destination for celebrity, athlete and tastemaker brands, will officially launch in April with brands led by talents including The Weeknd, Wiz Khalifa and others. Founders Rob Lubin, Maz Obuz and Tucker Radecki, who met in college and have worked at companies and sports franchises including Maybelline, Studio 71 and FC Barcelona, saw the buzz and support for celebrity brands such as Kanye West’s Yeezy and Rihanna’s Fenty ventures and noticed there wasn’t a single destination to find them all. So they created In-House in 2019, raised funding and have been operating in beta since then, forming partnerships with labels led by musicians and athletes, and developing an Originals program where they work with tastemakers to build labels. In-House offers 15 brands, a number expected to increase to two dozen brands by mid-April. The Weeknd’s Riot Hill and Taylor Gang from Wiz Khalifa are two of the marquee names, as well as The Knocks and Kruel London by Dre London. Additional brands on the site include athlete favorites Daniel Patrick and 6 Dead Bats from artist Smokepurpp. In-House launched Smokepurpp’s 6 Dead Bats brand exclusively on its site in tandem with the artist’s EP “Psycho (Legally Insane)” on Feb. 10. The collection sold out in one day. “Smokepurpp was so special for us, because we did it without marketing,” Radecki said. “It was an opportunity for cross pollination.”

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