True Religion has had quite a busy year. The company has expanded and opened more freestanding stores. This spring will also launch a new style campaign for the brand.
They have enlisted Sports Illustrated Model, Tori Praver and men’s model Gabriel Aubry to be the face of the new campaign. Jeff Lubell, the company’s director, feels that the new campaign will help shift the brand’s image from hippy to upscale. “It is a lot more glam, more glitz, but not moving away too far from our roots,” said Lubell. “They both had that hippie, bohemian-chic look that I look for in choosing high-fashion models,” he said. “At the same time, they also gave me the glamorous side of the business.”
The new ads will also be featuring more of the non-denim aspects of the brand, such as vests, shoes and shirts, which were modeled by Gisele Bündchen in last year’s campaign but will highlight their accessibility to the consumer.
Genencor, a biotechnology firm has created a new denim processing plant. PrimaGreen is a denim processing plant that is environmentally friendly. The processing plant is innovative due to the fact it uses naturally occurring enzymes to create certain effects, rather than bleach which can be harmful to the environment. Of the PrimaGreen series, the latest, PrimaGreen EcoLight 1, is a liquid biodegradable enzyme that can be used in the laundering process to attain a vintage look in denim. When used with other PrimaGreen products, that allow for low-temperature denim fading and abrasion, the company believes water and energy usage can be cut by 40 to 70%.
“It’s very obvious that [the textile industry] is one of the most polluting industries there is,” said Nico van Schoot, senior global marketing manager for Genencor’s textile business. The process of washing, bleaching and dyeing garments often requires a lot of water at high temperatures, meaning more energy usage. However, van Schoot said he’s seen brands and retailers over the past several years take more of an interest in how their goods are made.
While using more environmentally friendly products can be more costly, van Schoot emphasizes that it’s the overall cost, both on the environment and for the company, that denim companies are becoming more concerned with. This is certainly a step in a greener direction!
Article from WWD.com
Cam Gigandet and his litlle princess, Everleigh Rae Gigandet were seen shopping on Third Street. Cam, with his girlfriend and daughter had lunch at Toast. He is wearing a pair of Ralph Lauren jeans. I can’t wait to see what new movies he is going to be in, I don’t think they did his body or face any justice in Twilight.
Photos Courtesy of Wenn.com
We see the celebs wear so many different outfits, we thought it would be fun if our readers got to pick their favorite! Here are all the various outfits we have blogged David Beckham in and please vote for your favorite! We mean your favorite by his head to toe outfit, not just his jeans! What do you think he looks best in? (Note: if you like these blogs, they are published on Mondays, so you can keep your eye out for them!)
If you hover your mouse over the pictures they each have a number assigned to them for the poll.