Current king of the charts Ed Sheeran -- whose single "Shape of You" crowns the Billboard Hot 100 for a seventh week -- is heading into some uncharted territory: investing in fashion. After years of wearing the street- and skate-inspired clothing from the brand Hoax, he's invested in the company, which hails from the same county he's from in the U.K., reports The Sun.
He's been donning the skate line more regularly, and pretty much exclusively, in recent appearances, even outfitting himself in Hoax for his recent promotional photos. His usual IDGAF sartorial ethos -- sometimes he's in a hoodie, sometimes clad in plaid, when not suited up for awards shows -- has taken on a slightly elevated veneer with his recent selections from his hometown fashion company.
And the folks at Hoax couldn't be happier about their new brand ambassador. "Ed is a great supporter of local businesses," says Hoax's Jason Carter, noting that "the Hoax brand has been around since 1994 and he has always been a big fan. We're stoked to have him as an ambassador representing Hoax worldwide."