Text, Vivian G. Kelly
Images, Richard Spiegel
TIME/PLACE: The Altman Building, West 18th Street,
Early Sunday morning, Feb. 24th.
Our focus this season was on locating some great new Eco chic resources meaning resources in which fashion comes first, and they just happen to be Green. WE called our search for these resources, “MISSION FOCUS GREEN”.
MISSION FOCUS GREEN
RESOURCE # 1: THE PUR CASHMERE line.
Everyone was talking about the Pur Cashmere line up on the 4th floor, with good reason.
Pur Cashmere combines Jil Sander chic with an Eco Conscience, just the kind of resource that gets our heart racing.
We were initially drawn in by a gorgeous fluffy white robe and once inside, discovered much more.
Pur Cashemere co-founders Leslie Deane Roth and Lynne A. Shanoski have been in business for 3 years. While they’re very pro-eco, they’re market savvy and understand that the vast majority of the women trolling the floor at Neiman Marcus is interested in great design first, eco second.
The result of 3 years of hard work? A line that defines the term “Minimalist chic” in a Jil Sander type of way [when Jil was designing it in the nineties]. Add to that the fact that the pieces have an incredibly soft hand and are environmentally friendly.
The Eco aspect is important to these ladies; Leslie Roth has been going to Mongolia to source the cashmere and to work with the indigenous culture for the past 4 years.
OUR FAVORITE: THE CAMBOO TRAVEL SET in sand. The set includes a 50” X 55” blanket, travel mask and socks. Camboo is a fabrication that’s 20% cashmere and 80% bamboo.
Wholesale: @ $100.
IT’S A GO
Style conscious buyers have already taken note; Pur has already been picked up by Neiman Marcus and Manhattan’s hip ABC Home. ABC Home CEO and creative director Paulette Cole is according to Leslie, “ a total supporter of eco chic”. Ms. Cole’s mission is to transform ABC into a 100% socially responsible world market. The trick, she acknowledges, will be to do it without sacrificing the company's $80 million in annual revenue, its 350 employees, or diminishing “the ABC magic”. Carrying brands such as Pur goes with her philosophy of helping indigenous people while creating a wonderful product her upscale consumers will be lining up to buy. With lines such as Pur on her selling floor, she won’t have any problems meeting her goals!
www.purcashmere.com
tel 1.800.225.9157
fax 240.536.0094
www.abchome.com
MISSION FOCUS GREEN
RESOURCE #2: The BAMBOO NIGHTS line.
We chatted with the jovial Louis Van Leeunen, the owner of the Greenwich CT based Eco line about the merits of his line. We’d stumbled across it and admired it a few months ago while browsing Greenwich Hospital’s Gift Shop.
LYRA: What’s your point of differentiation with all of the other eco brands that are also using bamboo fabric?
LOUIS VAN LEEUNN: We were the first to do bamboo sleepwear exclusively 2 years ago. Our sleepwear does not have a Topical Finish, a spray you don’t want up against your skin. All that is good, but we’re not stopping there. We’ve come out with more fashion forward looks, like the 2 piece pink lace trimmed set that wholesales for @$35,
TARGET AUDIENCE: a good choice if you’re pregnant, are experiencing menopause or are undergoing chemotherapy; women in chemo can benefit from bamboo’s proven anti-microbial properties. These sets also work for those days you want to relax in total comfort in a chic pajama set devoid of distracting frou frou.
HANDY PARTING TIP: Don’t use dryer sheets or fabric softener on fabrics containing bamboo, as they could destroy the bamboos and the wicking effect.
WHERE TO GET IT:
www.womenshealth.com
www.zappos.com
www.coolblossom.com
With 2 eco resources under our belt, we went looking for lines that were just plain fun and pretty and spent a good bit of time at milili and Daddy’s Favorite.
JUST FOR THE FUN OF IT – milili
The name. “milili “ is a combination of the name owner and her sister’s names. One of the company’s designers, Angel D. Hernandez, took us through the line.
TOP SELLER: the boy short
THE CONCEPT is geared toward their two different customer profiles, the teen and the more mature [20 year +] woman.
For the young teen that’s looking to have fun there are designs with glitter appliqués and colors. For the more mature customer, there’s that lingerie favorite, lace. Enthuses Mr. Hernanadez, “There will always be a demand for lace!”
OUR FAVORITE: the “Tie me up collection”
Designer Ludy Adams, the company’s other designer is responsible for this one.
We loved the black mesh “Statin Ties Fishnet Boyshort” [Style # SX2008] wholesaling for an astonishing $3.75. We say astonishing because this is an exception to the steeper price point typically found at this upscale show.
The ribbons come in yellow [as pictured], fushcia, orange and jade. With this many choices, it’s a winner. We’re planning on getting one in every color.
www.milili.com
ON THE 4TH FLOOR
DADDY’s FAVORITE - NOT JUST ANOTHER BORING ROBE – our favorite new capsule line from LA.
Designer and owner, Mariam Saffarian’s first piece was “The Dame” a short robe in a colorful print, which started her 1-year old company.
Wholesale: $63.99
WHO SHE’S MARKETING TO: both sexes! Men buy robes for their wives, especially at Christmas.
The fabrication is an easy lighter weight cotton voile fabric. BY easy, we mean that it never gets wrinkled enough to have to have to iron. The most you’ll ever have to do is to lightly steam it.
WHAT WORKS: The unique graphic designs in cheerful colors and the fact that you can wear these robes out like dresses, especially the long wrap version. We loved it in a coral and hot pink “modern safari” print.
Wholesale: $67.99
NIFTY IDEA: the 1-size fits all velour towel wrap that wholesales for @$29. Here’s an elegant alternative to fussing with a towel wrapped around you while you blow dry your hair, and do everything else you need to do to get ready after taking a shower. The matching long black velour robe also looked good in black.
Wholesale: $72.
FOR BRIDES TO BE or for a woman who just likes white there's the long “Royal cream damask” robe in a shade flattering to all complexions.
GOING FORWARD: Miriam’s a designer with a business background that realizes the merits of growing her business, slowly. She’ll continue to sell her solid jersey wrap front robe and solid towel wraps and develop her custom prints with her graphic designer. If things keep going well, we may see some cute pajama bottoms in a season or two.
www.daddysfavorite.com
MARK YOUR CALENDARS
The next Lingerie Americas New York show will be held August 3-5. There will be a 5th floor to accommodate sleepwear.
The next WWD MAGIC show will be held in Las Vegas, August 25-27.