LOS ANGELES -- The newest sensation at the center of Hollywood's fashion scene isn't a famous designer or starlet. It's a 56-year-old homeless man who spends his days dancing on roller skates.

John Wesley Jermyn has been a fixture in West Los Angeles for more than 20 years. Nicknamed "The Crazy Robertson" and "The Robertson Dancer," he is a constant presence on a stretch of Robertson Boulevard that has become the city's trendiest shopping corridor and a prime strolling spot for tourists and movie stars. Among locals and online, there's much speculation about Mr. Jermyn's personal history, including one oft-repeated rumor that he's a secretive millionaire.

In a plot twist worthy of Tinseltown, Mr. Jermyn now has a clothing label named after him. Since it was introduced last month, "The Crazy Robertson" brand of T-shirts and sweatshirts, created by a trio of 23-year-olds, has flown off the shelves at Kitson, a haunt of tabloid stars like Paris Hilton. The clothes feature stylized images of Mr. Jermyn, including one design -- available on a $98 hoodie -- that has a graphic of him dancing and the phrase "No Money, No Problems" on the back. At the largest of Kitson's three boutiques on Robertson, shirts bearing Mr. Jermyn's likeness are sold alongside $290 "Victoria Beckham" jeans and $50 baby shoes designed by pop star Gwen Stefani.

The label's owners, who grew up in Beverly Hills, have created a MySpace page for Mr. Jermyn. It doubles as an ad for the clothing brand and their nightclub-promotion venture, which is also named "The Crazy Robertson." The young entrepreneurs spent months trying to forge a relationship with Mr. Jermyn -- who now goes by the name John Jermien -- before gaining his approval. They have consulted him on design decisions and had a photographer shoot him for publicity images.

In May, Mr. Jermyn agreed to a deal that entitles him to 5% of "net profit" from clothing sales, according to a copy of the contract seen by The Wall Street Journal. He signed the contract, without speaking to an attorney or family members. But so far he has refused to accept much cash, preferring to be paid in food, liquor and paper for his art projects, according to Teddy Hirsh, one of the label's founders. "He tries not to involve money in his daily life," says Mr. Hirsh, who says he is Mr. Jermyn's agent and manager for future endeavors.