California Apparel News

Dubbed “organic cotton, casual lifestyle sportswear,” eco-fashion label Haley K. is designed by native AngelenoDaniel Norzagaray as part of Fashion Lifestyle Inc., a Gardena, Calif.–based company.

Schooled in commercial graphic design before attending the Fashion Institute of Design & Merchandising to pursue his passion for apparel, Norzagaray worked for “edgy juniors fashion houses” upon graduation. He designed a contemporary dress line called Cielo by Daniel prior to launching Haley K. for the Spring 2007 season.

Norzagaray said his introduction to the eco-fashion market came courtesy of company owner Tony Kim, who wanted to start a new division that was sophisticated and unique.

“There were so many concerns about the environment that he recognized the consumer need and his own personal commitment in finding a balance of quality with eco living,” Norzagaray said. “Tony was also savvy enough to know that the line should represent fashion. Fashion with a conscience became the driving force.”

With a distinctive California-casual feel, the collection is easy to wear and comfortable with stylish details. The line is produced domestically—with the exception of the organiccotton sweaters, which are made in China. Haley K.’s top retailers include YogaWorks and Ames Apparel in LosAngeles and The Phoenician resort in Scottsdale, Ariz. Wholesale prices range from $11 for a summer scarf to $68 for a sleeveless two-pocket long hoodie.

Offering an in-depth look at the world of Haley K. and its place in the eco-fashion market, Norzagaray shed some light on his emerging label and the company’s eco philosophy.

California Apparel News: With so many eco-fashion companies popping up, how does Haley K. stand out?Daniel Norzagaray: We were a little naive. Certainly, there were “eco” lines in the market, but we wanted to represent something new. Extensive research went into making our vision translate into a lifestyle clothing line. We didn’t just want to talk the talk or hug the proverbial tree. Haley K. had to integrate all of lifestyle, fashion and comfort, as well as translate our philosophy.

CAN: What are the biggest challenges you face in producing the line?DN: Originally, it was difficult to find the materials we needed to produce a “certified” organic product. We had to work with our mill to research the growing fields. In order to be considered truly “organic,” the fields had to be free of pesticides, herbicides and insecticides for three years prior to producing a cotton crop. The dyeing processes and silkscreening also required research to maintain the integrity of the labeling. It is a growing process that continues daily. The team is involved in researching and cultivating services that do not deplete the natural resources of our planet.

CAN: How do you differentiate your organic tees from those of other organictee manufacturers?DN: The hand of the soft organic cotton is outstanding and feels great. All the artwork is original, and I work closely with our very gifted in-house artist. Haley K. sends a positive, though sometimes subtle, message.

CAN: How has the line evolved since the Spring ’07 launch?DN: Our knowledge of the organic fabrication and the sophistication of the details are so grown-up now. We have experience at the retail level now, thanks to all the great specialty stores that dared to seek out a new resource and give their customers a choice.

CAN: What fabrics are you using for your upcoming collections?DN: We continue to push our mills to offer more organic- cotton selections: French terry, Pima cotton jersey, baby rib, 2x1 rib. We are excited about a new group in heathers, which is all organic, of course.

CAN: Where are the fabrics sourced?DN: Some of the organic Pima cotton is from Peru, in a lightweight jersey, from a company that is a member of the Organic Exchange and is a fair-trade company. The rest of the organiccotton yarn is world-sourced from certified-organic growing fields but is domestically knitted into ring spun cotton.

CAN: Do you prefer certain eco fabrics?DN: Organic-cotton knits fuse the casual fashion to comfort and style. It feels good wearing a garment that makes you look good while you contribute to the health of the environment— even if the intention was subliminal on the consumer’s end.

CAN: What were your inspirations for the Fall ’08 and Spring ’09 collections?DN: Nature is so full of surprise and wonder that every day I find inspiration in the environment. Gas prices, food costs and housing issues are on everyone’s mind. With everything there is to think about, we wanted to devote ourselves to making a green line that was easy for the consumer to put together, providing a lifestyle product married to style and aesthetics.

CAN: Do you plan to expand the line in the coming seasons?DN: Woven organic cottons and textured fabrics will become a new addition in the upcoming seasons, and we have recently successfully integrated organic-cotton sweaters for third- and fourth-quarter collections. The timing will determine the weight of the sweaters, from a gossamer-light gauge to a cabled bulky weave. The separate tee division, Basix, has also had a strong growth period, supplementing the jean-friendly and item retailers.

CAN: Does the entire company operate under a green philosophy?DN: Just recently, our CFO, Illan Kim, sent out an e-mail to all personnel to bring in their own coffee cups [instead of using disposable cups] and to carpool when possible. We encourage not printing e-mails. We recycle all of our paper and advise [employees] not to print in color. Glass and aluminum containers are recycled. All the lighting in the building has automated sensors. We are using water-based screening inks and are always looking for innovations in the green industry to supplement our eco practices.

For more information, visit www.haleykclothing.com.