New Delhi, Mar 12 (IANS): American-Punjabi rapper Bohemia, who is known for his casual fashion sense and swag, has stepped into the world of fashion, and will soon be launching his brand in India in collaboration with a California apparel and eyewear company Stay Up Movement (SUM).

SUM is officially launching apparel designed by Bohemia in association with YS Entertainments in India by Yogesh Dixit. SUM is the official supplier-producer of the Kali Denali Music (KDM)/Bohemia merchandise which is designed and created in Bay Area California, read a statement.

Soon there will be an online launch of SUM retail. This will include a complete integration into the India distribution system including the cash on delivery option becoming available to customers in India.

With the Bohemia heritage T-shirts and women's tops, the range presents a bold, proud representation of the rapper, who is often known as the king of Punjabi rap.

The line also integrates traditional Indian embroidery patterns within the letters, and offers the 'Bohemia Solid T-shirt' for die-hard Bohemia fans, for a neutral style.