Big Sean*Big Sean is working that entrepreneurial hustle.

The rapper announced the launch of his new project, Aura Gold, a fashion and lifestyle company.

He made an appearance at Project MVMNT to debut his new fashion label, “Finally Famous,” and show off the line’s fall 2013 pieces.

“Launching my own label is a dream come true for me. Even though I have a lot to learn about fashion and the industry, I do know what I like and the small details that make something stand out to me,” Big Sean said. “I look forward to evolving the line with more colors, fabrications and offerings to show the other dimensions of my style progression over time.”

“Finally Famous,” also the name of his CD,  includes tees, sweatshirts, jackets, crew necks, outerwear and bottoms.