U.K. entertainment retailer HMV will begin selling clothing and accessories next week.

As previously reported, HMV is partnering with certain fashion brands - Boxfresh, Lee Jeans, FLY53 and Eastpak - that executives believe fit well alongside music products in store. Boxfresh, for instance, recently advertised in NME with an image of Carl Barat wearing a Boxfresh shirt at a Libertines reunion event.

The new range goes on sale Sept. 1 HMV's Oxford Circus flagship store will additionally stock designs by Jay-Z's Rocawear fashion label.

Thirty-eight larger HMV stores will stock the fashion brands range, which will focus on men's clothing, such as tops, t-shirts, shirts, jackets and jeans as well as accessories including bags, hats, belts, wallets and sunglasses. Products will be merchandised in a dedicated instore department branded 'The Studio,' which will also carry related and licensed entertainment products.

It is the latest move by HMV to diversify its operations. This year it acquired live venue, festival and management firm Mama Group, and has a 50% stake in digital entertainment company 7digital.

There will be a number of events to launch the fashion range including Everything Everything playing instore gigs in Manchester (Aug. 31) and London Oxford Street (Sept. 3), in association with Lee Jeans. Rapper Kano, an ambassador for Boxfresh, will visit HMV stores in Southampton (Sept. 2) and Leeds (Sept. 3) to perform and meet fans.

"Music and fashion can be a perfect fit for HMV, not least because they overlap and influence each other so strongly these days," said HMV fashion manager Richard Stockwell in a statement. "I can see so many opportunities for us to work together in future, whether it's collaborating jointly with artists and labels or even running complementary activity at gigs and festivals."

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