Step Aside, Gwyneth Paltrow and Ellen: Stephen Colbert Launches Lifestyle Brand (Video)

“Late Show” host also challenges Blake Lively, Reese Witherspoon in celebrity-endorsed ripoffs

Last Updated: September 18, 2015 @ 10:00 AM

Stephen Colbert mocked celebrity lifestyle branding on Thursday’s “Late Show,” taking Gwyneth Paltrow, Ellen DeGeneres, Blake Lively and Reese Witherspoon to the wood chipper for their silly, overpriced, self-endorsed products.

The comedian then tried his hand at hypocrisy, hilariously launching his own company based on an exaggerated lifestyle.

Seated on a couch in his “living woods” and sipping parmesan absinthe, Colbert claimed his life consists of “luxury items, hand-selected jewelry, and the illusion of free time.”

He admitted that his style is pretty much “looking like ‘The Great Gatsby’ threw up on you.”

Some of the products Colbert’s lifestyle brand offers include hand-touched suede coasters, a handsome hand-crafted oak tie stand and a premium bison wallet.

“It’s not made from bison — a bison made it,” the company figurehead explained.

Still, perhaps the best product — an artisanal couch — was saved for last. Watch the video above, and consider subscribing to Covetton House.