Andre Benjamin, Creative Director of Benjamin Bixby

LONDON, United Kingdom – Young designers, you are not alone. Even pop superstars find the fashion business tough.

Last night, at the UK launch of Benjamin Bixby, the charming and down-to-earth Andre Benjamin (aka Andre 3000 of OutKast) told me that starting his new menswear label was the craziest and hardest thing he has ever done. That says a lot for someone who has been heralded not only as one of the coolest musicians around, but is also a style icon, known for a dandy-ish look that turns heads.

Andre says that he has learned that merchandising is, by far, the most important aspect to get right in a new fashion business. “It’s like medicine,” he quipped. “You need to wrap it up in peanut butter to make it appealing.”

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