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Re:volve Apparel Project Hits Fred Segal

Posted By Sarah Backhouse On February 5, 2009 @ 10:08 pm In G Living,Style / Fashion / Beauty | No Comments

What have we here? Another ethical clothing label? Not that I’m complaining. Having just written an article on child labor in the cotton industry, I’m all for organic cotton clothing. And if it takes a celebrity-filled opening at a trendy clothing store to get noticed, so be it.

It worked on us.

Tomorrow night, G Living will be larging it at Fred Segal on Melrose – the shopping destination for the Hollywood elite – alongside Cuba Gooding, Jr., former Miss USA Tara Connor, Anthony Kedis and guest DJ CSI’s Gary Dourdan.

The occasion? The launch party of a new line of active wear, Re:volve.

The Re:volve Apparel Project was founded by young parents Joe and Amy Tomlinson who were frustrated by the lack of positive imagery their kids were being exposed to through pop culture and consumerism. Lack? More like derth. Let’s see… we’ve got Britney Spears, Hummer, A Shot at Love with Tila Tequila, George Bush, former Miss USA Tara Connor. (Whoops! Sorry, that whole coke thing is behind her.)

“Everyday we are surrounded by stories and images depicting war, violence and environmental blight, which offer little hope for the future” said Joe Tomlinson. “We aren’t being exposed to messages reminding us off the real goals we need to focus on – creating a better world”. The designer duo are doing just that with their collection of organic cotton tees, hoodies and totes sporting messages like “Start Global Cooling”, “End War” and “Peace – Back By Popular Demand”. The entire collection adheres to a strict policy of fair trade and sustainable production with a portion of its proceeds from sale going to the Waterkeeper Alliance and the Peace Alliance.

There’s also rumored to be a limited edition tee made from recycled Coke bottles. Because there’s nothing that screams “positive” louder than Coke, right?

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