Neckties strike a chord for Grateful Dead's leader

July 08, 1992|By Bloomberg Business News

NEW YORK -- Jerry Garcia a fashion maven?

Definitely. The Grateful Dead's lead guitarist, whose signature look is a black T-shirt with coordinated jeans, now has his own neckwear collection.

Mr. Garcia, who has serenaded tie-dye-wearing "Deadheads" for more than two decades, is introducing a tie collection with designs based on his minimalist drawings and abstract paintings.

Mr. Garcia, "who probably never wore a tie in his life," laughed when he received a box of samples recently, said Irwin Sternberg, president of New York neckwear manufacturer Stonehenge Ltd., which expects to sell 84,000 of the $28.50 silk crepe ties to major department stores.

Bloomingdale's, which is introducing the ties to shoppers Saturday, hopes they will appeal to aging Deadheads who are on Wall Street rather than on the road.

But don't expect to see Garcia socks and boxer shorts. Mr. Sternberg said Mr. Garcia made it clear to the retail industry that his fashion foray ends with ties.

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