California Apparel News

The green movement is on the upswing, and technology vendors are even getting in on it by employing green themes through e-commerce and other applications. Among them are new ventures from San Francisco–based e-tailer Tobi and San Clemente, Calif.–based Ayana Apparel as well as White Plains, N.Y.–based tags and labels supplier Paxar Corp.

Tobi, which officially launches in September, has set up an eco-section on its online apparel store (www.tobi.com), which caters to companies and consumers that are as environmentally conscious as they are fashion-conscious. Vendors in the section include organic denim line Loomstate, Bono’s socially-conscious Edun, bamboo fiber line Panda Snack, TOMS shoes, Stewart + Brown, The Battalion, Del Forte and Threads for Thought.

Founders Catherine Chow and Korina Nurimba, who own the San Francisco boutique Azalea, wanted to launch a unique e-commerce site that offers the best in product and service.

They set up the site on their own platform, so they could control it 24/7. When the site officially launches this fall, consumers will be able to communicate with stylists and have access to cutting-edge labels. The site is currently in operation, but by fall it will feature more lines and services.

As for their eco agenda, Chow and Nurimba thought it was important to give back to the industry as well as the environment.

Tobi has aligned with Carbonfund (www.carbonfund.com), an organization dedicated to reducing carbon-dioxide emissions, the key culprit causing global warming. The company, incidentally, has a carbon-free footprint, meaning that none of the processes used within its own operations use carbon emissions, including air and land shipping, said Chow. All orders are shipped in eco-friendly packaging.

“Our ’Eco’ section is about creating real change, positive change,” she said. “The environment we live in is a resource we can help preserve through choices we make shopping [for] fashion and beauty.” Most of the labels carried by Tobi use organic cotton and bamboo and are dedicated to social causes. The product mix doesn’t stop with apparel.

The site offers organic detergents to wash the organic clothing as well as ginger soymilk shampoo and vegetable candles.

The regular Tobi section is a fashionista’s delight, with labels such as Corey Lynn Calter, Harajuku Lovers, Grey Ant, Rachel Pally and others. The site is privy to exclusive items such as Cheap Monday denim in an exclusive wash and Tobi-exclusive jewelry from Katherine Sise.

The company has employed a “My Tobi” section, which allows customers to customize their browsing. Stylists are available as are trend reports, lookbooks and insider blogs from designers. Scheduled bloggers include Rachel Comey, Michelle Siwy and Orjan Andersson.

Marketing director June Lee said the Tobi experience will be very interactive and social. “Pretty soon, customers can upload images of themselves along with their measurements,” she said. “It’s a way for the stylists to get to know people.”

Paxar’s Green Labels

Paxar is doing its part with a new line of environmentally friendly fabric labels made of natural raw and recycled materials. Included in the series are woven labels and woven-edge tapes made from recycled polyester yarns and organic cottons. The items are designed to meet Federal Trade Commission guidelines for recycled products in reducing energy consumption and conserving petroleum resources.

According to NPD Group research, about 18 percent of consumers expressed interest in buying eco-friendly products, up from 5 percent in 2000.

“As more companies institute environmental policies and take on a social responsibility, Paxar is partnering with its customers to drive initiatives and provide product labeling,” said Susan Guerin, president of the company’s apparel group.

Ayana Launches UV Apparel

Ayana Apparel, which just launched a Web site (www.ayanaapparel.com) on June 1, sells clothing that protects its wearers from harmful ultraviolet (UV) sun rays.

Founded by Swiss designer Sonja Gfeller, the line is currently an e-commerce operation but will soon open up wholesale distribution.

Gfeller said she decided on a UV line because previous efforts have not incorporated enough fashion.

“Stopping daily activity to reapply greasy sunscreen is always an inconvenience, but there was no real alternativesince the UV-protective clothing on the market was not particularly fashionable,” she said.

Ayana is aimed at the active, sophisticated woman. The line features dresses, wraps, tunics, T-shirts, skirts, dress shirts, dress pants and jackets, priced from $79 and up. All pieces are tested and certified by the Australian/New Zealand Standard 4399 based on a combination of protection and comfort.

The clothing, which is finished with titanium dioxide, should protect the wearer against 97 percent of UV rays.

Gfeller previously worked as a buyer for European sporting lines, including Bogner, Ellese and LaCoste. She was the head buyer for Intersport and Fashion in Switzerland.