KISS co-founder Gene Simmons has entered into a joint venture with iconic US guitar brand Gibson, launching the G² brand.

Through the collaboration, G² will release new collections of electric guitars and basses, as well as developing entertainment content, and the American rock star commented 'I have been designing and trademarking bass guitars for decades, and when I heard Gibson's vision and learned about their creative process, it just made sense for us to join forces to take things to the next level. Gibson is an outstanding company and has earned its place as a leading guitar brand with fans around the world. These guitars and basses will all be handmade, with a sound that is off the charts. The design is so beautiful and collectible that they are simply works of art'.