Haute 100 superstar basketball phenom and most hated man in Ohio LeBron James is launching a new retail store in Aventura Mall called “Unknwn,” though since his “decision” to join Wade and Bosh in Miami last summer he has been anything but.

The lifestyle concept store, set to open this fall, will stock books, art, footwear, and fashion brands including James’s entire Nike shoe and apparel line, Billionaire Boy Club (BBC), OriginalFake, A.P.C., Nike Tier 0, Nike Sportwear, and a number of Japanese brands. Unknwn will also play the part of art gallery occasionally.

The store was originally set to open in Akron, Ohio, prior to to James’s big move to Miami. The moniker “Unknwn” was influenced by how unknown the city of Akron is, and remained intact in Miami as moving to Miami represented an unknown for James. Other than James, the Unknwn team is comprised of Michael Hurley, Chris Julian (Undefeated, Stussy, Fruition, Kanye West), Jaron Kanfer (co-founder of Blessed Label Clothing with Hurley), and Frankie Walker.

Although the store is slated to open its doors in November 2011, Unknwn may release some merchandise and special collaboration items on Uknwn.com if the Heat defeat the Mavs and win the championship. Go Heat!