Sean “P. Diddy” Combs is taking his entrepreneurial skills to yet another arena: the auto-part business.
Combs is joining forces with Kansas City manufacturer Weld Wheel Industries, Inc. to produce a new line of custom, precision-forged aluminum rims for sports trucks, luxury SUVs and high-end U.S.-and German-made automobiles.
SJC Wheels LLC will produce and sell Sean John Wheels, which will hit stores next month, retailing at between $700 and $3,000 each.
“Wheels have become a fashion statement – a badge of taste and style,” Combs said. “We see an opportunity to bring excitement to the wheel category by delivering the Sean John sophisticated design with the best quality production.”
Partner Greg Weld said Combs told him he’d show him how to “bring some sexy” to the wheel business. “The way we’ve designed spokes, holes, the features, it looks like it is aggressively moving when it’s not even moving,” said Weld.