Ecko's mascot, the Raunchy
Rhino, prepares for close-up

Urban clothing line Ecko has partnered with out-of-home video provider Channel M to launch *eckoTV, an in-store and online entertainment network.

Primarily comprised of consumer generated content, the site will feature action sports, short interviews with bands, and user-submitted stunts.

The video network will play teasers throughout Ecko stores and branded shops in Macy's stores nationwide. Users can log on to eckotv.com to see content that may be censored from in-store screens.

Founder Mark Ecko is no stranger to viral videos or visual shockers. AT last year's Cannes advertising festival, a video he exhibited, depicting vandalists defacing the Air Force One, warranted an honorary nod.