Country singer Chase Rice creates line for lids – WWD


Chase Rice is expanding his repertoire of headwear.

The country music artist, reality TV star and former college linebacker has teamed up with Lids on two exclusive hat designs to add to his Head Down Eyes Up clothing brand. The hats will drop on Thursday in select Lids stores and online.

The idea for Head Down Eyes Up came after Rice suffered a serious injury during her freshman year at the University of North Carolina. “I was injured in the very first game of the season (a season in which I had to be one of the best players on our team) and I ended up with an ankle that needed rehabilitation and a heart and a mind that’s been crushed, “Rice recalled. While rehabilitating from his injury, he looked at himself in the mirror and noticed that his head was down and his eyes were up.

He managed to recover from his injury, but found out a year later that his father had died.

“Coming back from that injury, I knew I could heal, I knew I could fix my leg, I knew I could readjust. But something like losing your father isn’t something you can just readjust to. It takes time, ”he said. His personal motto became Head Down Eyes Up as a way to “succeed, not by looking at the end result, but by fighting every step of the way, focusing only on every moment in front of me”.

Rice, who was the finalist for “Survivor: Nicaragua”, created two hats for Lids with the HDEU lettering, one with a camouflage print and the other of a bison. While stuck at home during the pandemic, the “Drinking Beer, Talking God, Amen” singer began raising bison on his farm.

Chase Rice’s hat for the lids.

As part of the deal with Lids, the retailer will donate to Rice’s Head Down Eyes Up Foundation, which provides support to children facing difficult circumstances both directly and in partnership with established nonprofits. .

The hats will retail for $ 27.99 and $ 29.99 and will be available at retail outlets in communities of personal importance to Rice: her current Tennessee home; her home state, North Carolina, and her birthplace, Daytona Beach, Florida.

“We couldn’t be more excited to partner with Chase Rice, who embodies the values ​​of perseverance and strength through thick and thin with his Head Down Eyes Up organization,” said Tom Ripley, CEO of Lids.

“I’ve been a Lids fan for as long as I can remember – since I was old enough to go for a run in the mall with my friends, this was one of the stores we had to visit every time.” Rice said. . “So when I started out in music and noticed my fans starting to write ‘HDEU’ on their hats like I did, Lids was the first place I thought about creating quick personalized hats that we could share with them. Now having an official product with Lids a decade later is a really cool loop moment that means a lot to me.


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