Paul Stanley: Royals & Rebels will feature men's fashion, accessories and footwear, as well as alcoholic spirits and homeware products, but the veteran singer is adamant the venture will not be solely aimed at Kiss fans.

He describes the brand as embodying "the elegance of royals and the attitude of rebels," adding, "There is nothing wrong with appealing to the masses. That's not a sin. That's the ultimate compliment... If that (aiming it at KISS fans) were the point, I wouldn't even bother doing it. What am I going to do? Make jackets with bat wings? Am I going to include a makeup kit? KISS is a fragment of who I am and what I chose to create."