Tinie Tempah Wants 'Disturbing London' Fashion Line To Avoid Cliché

4 January 2012, 17:34 | Updated: 4 January 2012, 17:37

The 'Written In The Stars' rapper also plans to push his new clothing line in a "big way" over the course of 2012.

Tinie Tempah says he has big plans for his recently launched fashion line and doesn't want it to be seen as a "hip hop cliché".

The 'Pass Out' rapper launched Disturbing London through his management company and streetwear label MHI in December 2011 with an initial collection inspired by events from the past twelve months.

"The clothing line is something I'm looking to launch in a big way," Tinie confirmed. "I'm working 24/7 on it.

"We're working on our own brand but I really want to stay away from that whole hip hop cliché [of] he's a rapper turned fashion designer turned actor turned property developer," Tinie explained to Q magazine. "I want people to walk into a shop and not immediately think 'Tinie Tempah' but think 'that's a nice shirt'."

The 'Earthquake' star also said the British public should be more supportive of young creative fashion designers across the country.

Tinie Tempah is expected to release his second studio album later this year.