Scion Launches Fashion Brand

That boxy SUV is so hip, it's spawned a fashion label. Scion is hosting a celebrity charity golf invitational to celebrate the launch of its Release sportswear collection. The event, the Scion Release Invitational, will be held at the Arizona Biltmore Resort and Spa and the Tournament Players Club (TPC) from March 19th - 21st and will benefit the Boys & Girls Club of America.

The three-day golf invitational, produced in collaboration with malbon Brothers Farms (mBF), IMG, and Beyond Marketing, will bring together key influencers in music, fashion, film and sports to celebrate the launch of the clothing brand. Celebrities that are confirmed to attend include RZA, Gabrielle Union, Mike Jones, Hill Harper, Naima Mora, Sleepy Brown, Mobb Deep, Zoe Saldana, Tony Yayo, Raekwon, Timbaland, Trina, Nick Cannon, G-Unit and 50 Cent. Hosting the invitational will be the Emmy-nominated actor Jeremy Piven.

Release is a collection that combines traditional golfwear with "cutting edge," high-end sportswear sensibility. Blue and Jupiter, two highly sought-after streetwear designers, were selected through a nationwide designer search started in the summer of 2004. Sixteen designers were asked to submit concepts for the new clothing line. Scion representatives narrowed down the submissions to the top five concepts, which were then displayed at the Scion lounge within the streetwear section of the MAGIC International tradeshow in Las Vegas in August 2004. Based on reaction from showgoers, Scion selected Blue and Jupiter to receive a $10,000 cash prize and create the Release Collection.

The three-day launch event for Release will begin on Sunday, March 19th, with an evening cocktail and buffet arrival event. The first full day begins on Monday, March 20th, with an 18-hole celebrity golf tournament featuring some of the most respected names in the hip-hop community. The day will conclude with a cocktail reception and dinner, followed by a fashion show showcasing the new Release collection. The event continues on Tuesday with another full day of golf and an awards dinner to congratulate the winners of the tournament. The event will close with a silent auction benefiting the Boys & Girls Club of America.