PREMIUM TEES, DENIM, SEPARATES, BELTS, BUCKLES-AND CUSTOM GEAR PROVE THERE’S MORE THAN ONLY ROCK AND ROLL TO LIKE
ENK TRADESHOWS PIERS 94, NYC- May 6th
Text, Images Judith Ecochard and from the websites LyricCulture.com and shoplyrix.com
A year ago at the Piers, we noticed a gal sportin’ one helluva tee shirt -a vintage looking pink cap sleeve number with our childhood anthem “Rebel, Rebel” by the morph master musician, David Bowie aka Ziggy Stardust - in sparkling crystal letters glammed up against a black graphic headshot of the androgynous (that phase) rocker.
In a sea of cutting edge tees-these really stood out.
Serendipitously, we were taking in the tunes at the always jammed ASCAP Lounge during the Tribeca Festival-just prior to the tradeshow dates-and were reminded how meaningfully much our lives align with the music we hear.
So we had our hipster radar gun scanning the aisles for the gal with the cool “music” tees.
And we found her-in the want it all LYRIC CULTURE booth run by founder Hanna Rochelle Schmieder.
With capsule collections “ Fever” (think Disco Inferno, Shining Star), “Revolution Collection” (late 60’s/early 70’s top hits like Born To Be Wild, Beatles’ classics), “Songs of Summer” (ie Good Vibrations, Daydream Believer) to samples inspired by music of artists inducted by the Rock and Roll Hall of Fame-Lyrics supports musicians “without selling out.” For beneficial to an artists' livelihood, royalty fees are paid out -via reproduction rights’ licensing agreements.
Meeting the au courant brand maven in person-we were immediately enchanted by her personality and energy…and ‘got’ why all the major publishing houses- responding to Schmieder’s passionate drive to “bring their music and the meaning behind the words to light”-signed on the dotted line.
Interestingly enough, this LA resident is songwriter/ musician herself, and founded the line in an epiphanic moment-when she realized “musicians cannot make money selling records.” So she got the idea to choose revelatory lyrics and design her own imaginative graphics for an upscale line of garb---dedicated to the original creator’s inspirations that conjured up a tune. The result… luxe T shirts and Tanks (and now cashmere hoodies, scarves, jeans etc) - made from top notch fabrics- that have striking purposeful illustrations (not just boring slap-on logos), the entire lyrics printed “inside close to the heart,” labels with the copyright information (yes-for all you illegal downloaders) and price tags that resemble concert tickets with the history of the song.
Even the Lyric Culture website loads with the logo- a clever blend of treble and bass clef notes - and is chock full of “Behind the Music” worthy info. We particularly loved clicking on “Collection” that setup like the Beacon Theater on Manhattan’s Westside-with a scrolling marquee banner bearing titles, a ticket window, and drop lists of songs with windows relating the scoop-as only an insider can recount.
Talk about gettin’ one’s “Super Freak” on.
Plus-notes Schmieder… the company is located “in an old mansion off Sunset Strip because I wanted to make it where a rocker will live.”
(Retail: Saks, LYRIC CULTURE online and about 450 boutiques).
Recently, Lyrics Culture collaborated with FremantleMedia Enterprises in North America-the licensor of red hot American Idol-to sell LYRIX-an affordable line of innovative apparel for 7-16 year olds. So far the adorable garb features kitschy pop color graphics…is available in Macy’s and Dillards…and “is flying off the shelves.” No surprise there.
Schmieder also told us that Lyrix will sell separates emblazoned with the outpourings of tweener lusters like Miley Cyrus, the Jonas Brothers and High School Musical’s Corbin Bleu…courtesy of a deal with mega-catalogue giant, Disney Music Publishing.
ROCK ON INDEED!