The Shop: LeBron James and Maverick Carter Explore Grooming

LeBron James is debuting in grooming. The NBA All-Star, 39, is debuting The Shop, a seven-set hair and skincare collection inspired on his award-winning TV chat show.

James' longtime friend and business partner Maverick Carter spoke with PEOPLE exclusively at the Shop's debut event in New York City about how their brand "naturally" came to be.

"There was no aha moment, there was more of a feeling," Carter says of the barbershop-inspired brand. He says The Shop's "ethos" is "bringing communities together" and "empowering them through conversations."

Paul Rivera and Randy Mims co-created the James-led HBO series, which debuted in August 2018 and is in its seventh season.

 James and Carter host roundtable discussions with celebrities including Tom Brady, Drake, Quinta Brunson, and David Beckham in a barbershop.

"Through filming The Shop and some of those conversations, we started realizing there may be an opportunity," Rivera tells PEOPLE alongside Carter. "And to Maverick's point, it just felt very authentically connected to the brand, The Shop experience."

James wasn't at the N.Y.C. launch ceremony due to the Laker's win over the Memphis Grizzlies Wednesday night, but Rivera said he was involved "every step of the way" by providing advice and feedback since their first discussion about the business.

"He was very clear on what he wanted in a product," Rivera says. "There wasn't anything that he wasn't a part of."

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