Being a celebrity isn’t just about acting, or singing, or entertaining anymore. It’s about becoming a large corporation.

A la Gwyneth Paltrow, Blake Lively and everyone in the Kardashian family before him, Stephen Colbert knows that to be competitive in this industry, he’ll have to get on board with the trend of becoming more of a brand than a person.

Here, Colbert debuts his new, centaur-themed personal, curated, artisanal design brand: covetton house. We’ll take one of everything.

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Stephen Colbert makes his own GOOP-esque lifestyle brand