Friday, August 27, 2010


“Feel The Beach In Your Life And In Your Clothing”

Outdoor Retailer, SLC

Words/ Trade Show Images, Judith Ecochard

Soft, feminine, and sexy” and “YOUTHFUL BUT NOT YOUNG,” was the mandate of Carve Design’s latest collection for Summer 2011.

With a new design direction that stays true to its DNA, this California based label is still helmed by a bunch of surfer gals--- who grew up, got degrees, jobs, kids, hips whatever.

And want to wear more sophisticated garments, as do their customers---to better align up with their adult lives.

In this collection, we were reminded of what Lululemon  and Stella McCartney/Adidas  did for Yoga attire…putting a heavy fashion spin on activewear that gals ended up wearing select pieces, selectively--- matched with other more street wear garments already hanging out in their wardrobes.
 Slim fitting Phoenix Cut Off Skirt with a frayed hem $52

The separates we saw were versatile and well made, with sustainable and/or organic fabrics used extensively throughout the value priced collection. (Eco alert to fashion designers everywhere).

Banyan Cover-Up

With yoga –ites in mind, the Balance is a new focused line---made of soft stretchy knits/polyester and cotton blends that move and breathe. As in this off the shoulder top---easily worn in the class and on the street.

Details---like the ruching on racer back tanks ($42) --- with built in shelf bra--- that hits mid-hip---or easy to wear with jeans or paired with the classic pencil skirt, cardy/blazer for work.

Outland Knickers $56 are at a length that flatters---and surprisingly this separate can be versatile--- dressed down with flip-flops and a tee, or citified with wedge sandals, cropped blazer, cute tank, a clutch and some bling.

Lifestyle pieces like the shawl collar, 100% cotton knit Carmel Sweater $68 fits all gals--- with a remove-able waist casually atop Lanikai shorts $48
For work---it would look just as sweetly appropriate over skirt/blouse combo for a day off the beach. 

Other key basics in different color options (Olive Wild Flower, Blurple, Topaz and Dusk our favs)----are just done well…simple to wear, but constructed with an eye for how flattering they’ll look on a female’ silhouette.


The cotton knit Ranch Woven Button Down $56--- with roll-up sleeves and  feminine shirring at the shoulder seam…in a pretty diamond pattern lining that shines through the sheer white ---

Beach inspired Outland Sweatshirt $58 with nice scooped neck and rib knit arms and bottom hem.

Wear out cover-ups---like this stripped Del Ray Coverup $66 in a cozy burnout jersey…with natural fiber belt like raffia---for waist cinch definitions.

And this chic washed linen cotton Lanikai piece $68 with an adjustable waist that hits just right--- at the low waist---and causal roll-up cuff sleeves. 

Naturally, the bathing suits are made to be worn by active types…with 6.7 oz 4-way stretch tricot, ---deemed 50+UPF Rating and revved up with 15% Spandex for shape retention---


And the two pieces, sold separately, will hold up even when we wipe out.

Love this Bali Bandeau Top $44 …with tie in back remove-able straps.

INFO including E Commerce, Store Locater and current collections: CARVE DESIGNS