PRESS RELEASES

Members Only & Lance Romance Announce $230M Music-Fashion Collaboration, Uniting Genre-Defying Sound, Style, and Charitable Purpose

 

NEW YORK, NY – AUGUST 6TH, 2025 — Iconic American brand Members Only celebrates its 50th anniversary by joining forces with multi-genre artist Lance Romance in a transformative partnership worth over $230 million. The deal positions Members Only for $200 million in projected retail sales and $30 million for Lance Romance, fundamentally redefining the intersection of music, fashion, fandom, and charitable giving.

 

A New Era: Cultural Legacy Meets Modern Genre Fusion

Famed for its signature racer jackets, Members Only has long been a symbol of cultural rebellion. Now, the brand partners with Lance Romance—a Bronx-born, Texas-raised artist whose journey from marching band percussionist to multi-genre hip hop innovator weaves together hip hop, country, pop, R&B, salsa, and more. Lance's career is built on rhythm and storytelling, grounded in the percussive traditions of his youth and the multicultural fabric of America.

 

Initial Bundle Launch: Commerce with Conscience

Launching August 2025, fans can choose from two signature collections:

Country Love Bundle: Lance's new country album paired with the classic black Members Only racing jacket. A portion of Lance's earnings from Country Love will be designated for charitable organizations focused on relieving homelessness and hunger. Lance and Members Only are actively seeking charity partners who share their vision of measurable impact and community uplift.

Red Mixtape Bundle: An inventive homage to Taylor Swift's Red, bundled with the timeless red Members Only jacket (custom embroidery pre-orders available).

 

Open Call to Charity Partners & Philanthropists

With no specific beneficiary yet named, the partners welcome contact from established organizations working in homelessness and hunger. "We want these contributions to drive real, trackable change," says Lance Romance. "Charities with a strong record and shared vision are invited to reach out."

 

Additional Collections This Year

• Members Only Anniversary Bundle: New Members Only album + orange jacket

• 25th Anniversary English Latin Hip Hop Bundle: Celebrating Lance's impact on the genre paired with a purple jacket

 

These and other special collaborations will launch before year-end 2025, with a custom orange jacket embroidered options available for pre-order.

Social Media, Storytelling, and Next-Generation Style

 

As part of the agreement, Lance Romance will also serve as a Members Only male social media model, starring in digital ads, influencer collaborations, and community-engagement campaigns. His multicultural aesthetic and genre-crossing fan base will help power Members Only’s digital storytelling and brand presence, embodying the brand's evolution into a voice for new generations.

 

The Percussionist's Foundation: From Marching Band to Multi-Genre Mastery

Lance Romance's musical versatility stems from his experience as a percussionist in marching band. This rhythmic training became the foundation that enables his seamless transitions across R&B, Salsa, Pop, Country, and hip hop genres.

"The percussion and cadence from marching band taught me that rhythm is the universal language of music," explains Lance Romance. "Whether I'm creating a country ballad or a salsa-infused hip hop track, it's that percussive foundation that allows me to cross over into multiple genres authentically. The marching band experience gave me an understanding of how rhythm shapes emotion across every musical style."

Born in the Bronx but raised in Texas, Lance's geographic and musical journey reflects the diverse rhythmic traditions that inform his art. His marching band percussion background provides the rhythmic backbone that enables genre fusion, while his Texas upbringing introduced him to the storytelling cadences of country music.

 

Strategic Artist Brand Partnership: Authenticity Meets Social Responsibility

This collaboration exemplifies Lance Romance's strategic approach to brand partnerships, where authenticity, alignment, and social impact serve as cornerstones of his long-term career strategy. Unlike traditional endorsement deals, Lance approaches partnerships with deliberate intention as part of a comprehensive vision encompassing immediate opportunities and sustained cultural relevance.

"When considering brand partnerships, authenticity and values alignment are everything to me," explains Lance Romance. "This collaboration with Members Only works because we both understand that our brands must represent something deeper than products—we represent movements for positive change."

 

Cultural Impact Through Values-Driven Collaboration

"This partnership represents more than a business deal—it's a cultural moment that honors our shared history while addressing urgent social needs," said Ron Malhotra, Owner of Members Only. "Lance Romance embodies both the rebellious spirit and social consciousness that has evolved Members Only from '80s icon to modern lifestyle brand with purpose."

Lance Romance adds, "Members Only has been a symbol of cultural confidence for 50 years. This collaboration represents our shared commitment to authentic impact. From my Bronx roots to my Texas upbringing, from marching band percussion to country storytelling—this partnership celebrates the beautiful complexity of American culture while addressing real social challenges."

 

Strategic Market Positioning Through Social Impact

The partnership strategically leverages several key market trends:

• Strategic Artist Branding: Recognizing that hip-hop artists today approach brand partnerships as serious business decisions that must align with their long-term artistic, commercial, and charitable goals

• Cultural Authenticity: Understanding that fans can sense when collaborations are purely transactional versus when they represent genuine alignment and strategic vision

• Values-Driven Commerce: Responding to consumer preference for brands that demonstrate authentic commitment to social causes

• Multi-Genre Appeal: Leveraging hip-hop's cultural dominance while expanding into country music audiences through authentic crossover appeal

• Authentic Partnerships: Understanding that modern consumers can distinguish between genuine charitable commitment and superficial cause marketing

 

Legacy Meets Innovation Through Social Responsibility

Members Only's Cultural Evolution: Founded in 1975, the brand's distinctive racer jackets became cultural phenomena in the 1980s. Under current ownership by Ron Malhotra, the brand has evolved to embrace both fashion innovation and social consciousness.

Lance Romance's Artistic Mission: A Bronx-born, Texas-raised innovator who spent his formative years as a marching band percussionist, Lance Romance bridges hip hop with country, R&B, salsa, and pop music. His percussive foundation enables authentic crossover capabilities across diverse musical genres. With 725 songs written and registered with BMI, 25 years with Sony ATV, and a Lance Romance Music Publishing catalog, Lance Romance represents the evolution of multicultural music expression in America, seamlessly blending artistic authenticity with social responsibility.

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Attracting Philanthropic Partners: An Open Invitation

The partnership's charitable component is designed to attract attention from established philanthropic organizations and individual donors who recognize the power of creative partnerships in addressing social issues. Organizations dedicated to homelessness and hunger relief are encouraged to explore collaboration opportunities that could amplify their impact through the partnership's cultural platform.

 

About Members Only

Founded in 1975, Members Only is an American lifestyle brand that became a cultural icon in the 1980s with its distinctive racer jackets. Currently owned by Ron Malhotra, the brand has evolved into a comprehensive lifestyle company offering outerwear, footwear, and accessories while maintaining its rebellious spirit and embracing social responsibility.

 

About Lance Romance

Bronx-born, Texas-raised, Lance Romance is a multi-genre artist whose marching band percussion background serves as the rhythmic foundation enabling authentic crossover between hip hop, country, R&B, salsa, and pop music. With four decades in the music industry, over 50 studio albums recorded and released, 725 songs written and registered with BMI, 25 years with Sony ATV, and his own Lance Romance Music Publishing catalog, Lance Romance has built a legacy that bridges culture, rhythm, and community impact. His innovative approach blends diverse musical influences with a genuine commitment to social causes, creating a sound that unites communities and drives meaningful change.

 

Media Contacts:
Members Only: KeshaD@membersonly.com
Lance Romance: lanceromanceshiphop@gmail.com
Charitable Partnership Inquiries: lanceromanceshiphop@gmail.com

 

Note to editors: Initial bundles launch August 2025 with charitable impact component. Custom embroidered pre-orders begin August 2025. Representatives available for interviews regarding both commercial and charitable aspects of the partnership.