Casual Basics and Modern Apparel- “Everyday Is An Adventure”
OUTDOOR RETAILER MARKET-SLC, UTAH
Words, Images by Judith Ecochard
The name’s a grabber…
We love the whole MO of HORNY TOAD…for us that means live your life to the fullest with awareness and respect.
Where the men’s bottoms have margarita/mariachi band recipes inside the back yoke…and has a loose return policy whereas guys get to return the clothes if they don’t get compliments from the ladies after three wearings. And a design mission that it has to look good off the floor.
And idiot-proof wash/dry garment care.
Hmmmmm.
For Spring 2010, Horny Toad is sprucing up the well focused line with more sustainable fabrics that feel and look great.
And----there’s definitely a one closet concept going on here---as there are a whole bunch of easy wear, layerable pieces that are seasonless. Meaning styles that are wrinkle resistant travel friendly that work in an urban/country setting.
TOP PICKS:
The versatile best selling Rose Marie dress is a sexy silhouetted frock made from Horny Toad’s proprietary Samba material- a stretchy, drapes well fabric of 40% Tencel, organic cotton and spandex (eco). For S/S 2010, the colors are refreshed.
The Fox Trot fabric (fast drying eco textile with Modal) debuts in a cute reversible skirt with a wide waistband that hits just right, and a flirty bottom…. that can go from dawn to dinner-to late-night dance floor with a switch of tops/shoes, easy.
Sporty separates for guys and gals abound. Shorts in various lengths and patterns (madras, solids, thin pin stripe)
... work with the tees we already own, and can be dressed up with strappy sandals, some bling, and a fitted blazer.
Pluses: A Shadow Trench is waterproof, and folds into a pocket- and a practical recycled nylon hoodie.
NAU: Purchased over a year ago, Nau is an urban edgy label inspired by athletes, artists and activists…
And---is very fashion forward…a collection of separates to wear maybe on, but def. after an outdoor adventure.
The details are what sets apart these separates from other lines we typically preview in NY… as techy functional touches like thumb holes, elongated sleeves that protect, and adjustable tabs… are THERE with style elements like contrast stitching.
And unlike a lot of labels we expect to see during NY’s Fashion Week, the use of sustainable fabrics is a given.
TOP SELLER: The “Shroud of Purrin”---a versatile softshell hoodie that’s wind and water-resistant---that’s breathable with a DWR finish and four way stretch. Special features include cutaway sleeves, and super soft fleece lining.
Bonus: Made from polyester sourced from post industrial and consumer waste.
We expect that Nau will only grow in popularity as word gets out. We actually met graduate design students…who study this eco-friendly collection in school.
INFO:
HORNY TOAD
NAU