Rusty Gets New Design Head, Continues Evolution
When Irvine, Calif.–based manufacturer La Jolla Group acquired the license in August to produce Rusty apparel, it promised to reinvent the brand.
La Jolla Group also holds the licenses for O’Neill, Lost and Metal Mulisha apparel. Rusty’s Spring 2008 collection, which debuted at the Action Sports Retailer Trade Expo in San Diego in September, was the first under La Jolla’s new management. But it was culled from offerings designed by the brand’s Australian parent company, R & Everything Else Inc.Packed with trendy, ’80s-inspired pieces for guys and girls, the collection was a departure from what Rusty’s previous licensee, C&C Cos., had produced and marked the brand’s new younger and edgier direction.
Now, Rusty has hired designer Murphy Martines as director of merchandising and design. He is the first member of the design team to carry out the promised reinvention of the label. Martines, who designs Copy, his own line of chic streetwear, has plenty of surf experience. Martines served as the creative director for the action-sports divisions of Perry Ellis’ Gotcha and Redsand brands before leaving to focus on Copy.
In his new position, Martines will manage the juniors and men’s offerings.
“Murphy brings a wealth of experience and talent to Rusty, and his vision and forward thinking will help take Rusty to the next level,” said Charlie Setzler, president of Rusty North America.
Fall 2008 will be the first season designed by the new team at Rusty. —Erin Barajas
