Thrive
Thrive is a new line that wants to put its own spin on L.A. culture.
The line, which debuted last month during Los Angeles Fashion Week, kicked off its concept at a launch party and conceptual fashion show event at Smashbox Studios in Culver City, Calif. The event aimed to play with the image of L.A. as a sometimes-superficial culture.
“We wanted to take Los Angeles, which a lot of people think is very superficial and very rock star–ish and show that there is a subculture here,” said Jacqueline Lavaun, Thrive’s creative director. “If you really hunt, there are a lot of really talented people below the surface.”
To demonstrate this concept, models walked the runway, undressed and hung up their clothing on a barbed-wire clothesline.“We wanted to create more of an experience,” said Rob Meadows, Thrive’s executive director.
“We want this to be more than just the clothing.”
The collection merges the edgy style of Los Angeles with polished European styling. The line features the work of graphic designers, graffiti artists and musicians.
For example , screen-printed lyrics on the clothing reflect the ideas and concepts behind the music of Orange County, Calif.–based band The Swell.
Lavaun, who has worked for a high-end, mass-market accessories company and a boutique fashion design company, designs the collection, while Meadows, who has started various businesses in the technology industry, handles the business side.
While the line has not been picked up in stores, Lavaun and Meadows are hoping to reach fashion-conscious customers between 20 and 40 years old who have carefree attitudes.
Made of Italian, French and Japanese fabrics and cashmere from Nepal, the line features fashionable silhouettes and keen attention to detail.
A cashmere hoodie is made in tissue-thin cashmere and is double layered with screenprinted graphics on the sleeve and a zipper sewn on the outside of the garment.
Jeans feature tuxedo-style ruffles on the inside of the pockets—a process that’s more expensive to make than the cost of the garment’s fabric.
A beaded dress has feathers woven into the threading; a flouncy skirt is made with a complicated gathering; and a low-cut, long tank/dress is pleated and ruched.
More basic styles include graphic-printed Tshirts, hoodies and jeans with embroidered back pockets and yokes.
For women, styles vary from pea coats to denim cigarette pants to a dress with leather shoulder straps and lace details.
Two edgy ensembles include a long tank paired with a lace vest and a flouncy skirt, and a silk turtleneck blouse layered under a shortsleeve tee and chiffon vest worn with black boucleacute; cigarette pants.
For men, styles include embroidered woven shirts, herringbone athletic pants with zipper details on the hem, a clean-cut army jacket and deconstructed blazer.
For the basics, wholesale price points range from $40 for screen-printed tees to $190 for denim jeans. For women, wholesale price points range from $250 for silk chiffon blouses to $1,500 for skirts and dresses. For men, wholesale price points range from $95 for button- down shirts to $730 for leather jackets and pea coats.
For more information, call (800) 650-1607 or go to www.thrivela.com. —N. Jayne Seward
