The Ampersand Studio on 36th Street held what was probably the first fashion show of this fashion season -- Argyleculture by hip-hop mogul Russell Simmons.

The urban entrepreneur said his new collection features the Scottish checkered pattern to keep up with changing times.

"Well, you know, for 20 years I designed this raw space that was a young kind of urban space and it created a real white space because all those people grew up," says Simmons. "President [Barack] Obama wore Phat Farm and now he needs Argyleculture, right?"

Simmons said his argyle patterns are proper for people of all colors.

"It's like, everybody wore all those many brands. We can't all buy Ralph [Lauren], nothing that speaks their language. And I think that this generation hasn't had that, and I think Argyleculture is my aggression. I've grown up a little bit. What's the most mainstream American pop phenomenon? That is hip-hop."

He also felt his clothes can be mature without being stodgy.

Simmons: And what happens when we grow up? Can Obama wear only Ralph? Adam Sandler's still wearing Phat Farm, but he's a comedian.

George Whipple: And why launch a clothing line in the middle of sweltering August?

Simmons: Well, the shipping a little bit laid up, I'm told. As long as it's a good freight time for when we actually ship."

Yours truly trekked all the way to Ampersand Studio, but there weren't even argyle socks for my efforts.