NBA star LeBron James stars in the latest campaign for his sports and streetwear label Unknwn, showcasing the brand’s latest collection, “Collection 001.” The L.A. Lakers team member—who owns the clothing brand with Jaron Kanfer and Frankie Walker Jr.—chose to be in the new campaign because the brand has “always been a reflection of its owners,” according to announcement from the brand.

In addition to the new Unknwn Collection, Unknwn carries brands including major brands including Nike, Maison Margiela, Comme des Garcons, Ksubi, and Fear of God.

The 14-piece debut collection, Collection 001—which ranges from 185 USD to 325 USD—is available now alongside luxury goods, designer collections and high-end sneakers at the label’s Wynwood and Ventura locations. It is also available on the brand’s website.

Images: Courtesy of Unknwn