The Weeknd is Feeling Money Coming.

The Canadian R&B singer has just released a third collection of clothing merchandise. These include black-and-white tees marked with his signature XO ($28), denim Sherpa jackets ($240) and even a $16 ceramic ashtray. While many other celebs have clothing lines of their own, the 27-year-old son of Ethiopian immigrants to the Great White North is developing a reputation as a clotheshorse of sorts. Titled #003, the latest 14-piece collection comes on the heels of two other merchandise collections he debuted in May.

The fashion obsession is no mere side gig. The Weeknd has an apparel tie-up with sports label Puma coming up, was a guest stylist for an H&M campaign earlier this year and previously dated model Bella Hadid. Industry experts say that his fashion foray is a sensible step for a star whose “Starboy” track has topped charts in the United States and his native Canada.

“It’s a natural evolution for him as a modern recording artist that curates a team of songwriters, musicians, producers, promoters to build a team on the fashion side” also implementing his vision, says Chuck Welch, founder and chief strategy officer at Rupture Studio, a lifestyle consultancy. “He’s forging a symbiotic relationship between the clothing and music to promote each other, while building intimacy with his fans through physical product.”

“Musicians don’t get into the clothing business for creative reasons—it’s to make money,” says pop culture expert Rob Shuter, who worked with P. Diddy on his clothing collection. “When you’re a singer, you can do one show a night. If you own a clothing line, you can sell a million pieces without even getting out of bed.”

And indeed, it can be quite the lucrative business. In 2003, P. Diddy sold a stake in his Sean John clothing line for $100 million and today the clothing brand does about $450 million in annual sales. Rocawear, the apparel brand founded by Jay-Z reportedly did about $575 million of revenue in 2012.

Also read: Why Jay-Z’s new made-in-L.A. clothing collection will likely be a hit 

The Weeknd brings to bear certain advantages. Unlike many rap stars, he has a relatively clean image that gives him mass appeal. “There are no F-bombs in his songs and they’re not about shooting people,” Shuter says. While he famously broke up with Hadid late last year, their conscious uncoupling was seemingly amicable. That meant he kept the approval of younger female fans. Hadid even gave her ex a shoutout on Instagram after they both performed at the Victoria’s Secret fashion show in Paris last December.

At the same time, he isn’t vanilla. Indeed, the Weeknd, who was born Abel Makkonen Tesfaye, also possesses a 21st century urban cool. “People love the way he wears his hair and the whole swagger,” says Shuter. “Americans love celebrities and he’s a cool guy with a big audience.”

The Weeknd’s popularity was also boosted recently by his new relationship with pop star Selena Gomez, whose 125 million followers on Instagram make her the most popular person on that platform.

“She’s such a sweet girl next door and has introduced him to a new audience,” Shuter says. “And his music is also really good. Once they’re exposed, they’ll stick around and enjoy.”