Credit: NRK P3 via flickr

The reclusive Frank Ocean has returned to the spotlight after launching his luxury brand “Homer” which specialises in jewellery mostly. In an interview with the Financial Times, Ocean lets the world know what the brand is. So here’s what we know about “Homer.”

Luxury living emerged in Frank Ocean’s mind when he was a child having been given a glimpse of it through his family.

“My mother was into jewellery, but in a low-key Princess Diana kind of way. My godfather was into guns, but he was also into cars, and he bought luxury-lifestyle magazines, which I became obsessed with. They became a form of play for me as a child. It was the furthest thing from my actual life at the time, and I began plotting ideas and a life in that universe.”

Homer is now launching with a 25-piece collection of jewellery. This has all come as a surprise as Ocean before this was just a musician. A musician who releases music on his own schedule. It’s been five years since the release of Blonde and no one had expected Frank Ocean to return with a fashion brand. But apparently, he’s been working on this jewellery collection for three and a half years.

When asked, “Why Homer?”, Ocean responded,

“Mostly because it’s five letters and the dotcom was available. But also because Homer is considered the father of history and history is meant to endure – the same as diamonds and gold – and I know Homer used papyrus, but I’ve always liked the idea of carving history into stone.”

One would think that the collection would be more classic in design given the name but no, the collection is vibrant, colourful and reminiscent of pop art.

In typical Ocean style, the release of the brand is unusual. Instead of opting for a digital-first strategy that is common with most start-ups nowadays, Homer is arriving with a physical store in the jewellery district of Manhattan. You have to buy it physically or over the phone.

Ocean’s original name was Christopher “Lonny” Breaux, a name with history that he is well aware of. “It’s never lost on me that my surname is a by-product of slavery in the US,” said Ocean. “It’s never lost on me that I don’t have access to my real name. I can’t trace my heritage back that far, which is why I am interested in creating things that are mine, stay mine and belong to my family. Things that I can pass on.” The history aspect of the brand begins to make more sense with this knowledge.

Check out the full interview at The Financial Times.