eva longoria

PRVCY has been a rising label and haves been a celeb favorite. Lindsay Lohan, Miley Cyrus, Eva Longoria and almost every other Hollywood starlet. The brand’s history is deeply rooted in family, started by Carolyn Jones, who serves as the brands CEO. Jones was inspired by her mother, who was battling breast cancer, to leave her corporate career and start PRVCY.

PRVCY is pronounced “Privacy” and stems from Jones’ mother’s desire for more privacy in her hospital gown. Even the back pocket design has particular meaning, the three lines are meant to serve as an emblem of the lifeline, marking Jones’ journey. Each line holds a particular meaning, one for faith, one for hope and the other for love. Each which the brand fulfills through their dedication to breast cancer. Faith represents the goal to reach and educate the masses regarding breast cancer and early detection. Hope stands for finding an eventual cure for breast cancer. Love marks the love for making denim and for PRVCY. In addition, PRVCY provides free mammograms for women and 10% of each purchase goes to fund these mammograms and breast cancer research.

They offer both men’s and women’s collections and can be purchased at various retailers, online and in stores. You can read more and check out the Fall ’09 collection at PRVCY.