![]() Each item is made in Los Angeles using recycled and organic cottons, and the graphic tees are print-on-demand, reducing the amount of waste created. THE ERA has its own completely vertical factory, allowing the brand to produce garments in a more sustainable and efficient way as well as to pivot to the ever-changing demands of the consumer. I also wanted to stay true to Los Angeles, which is why I chose to shoot the first campaign at the Hollywood Castle.” I also have a background in nightlife, so some of the graphics, such as the Alien and the Trips R’ Us were brought about through vintage music flyers for underground raves in Europe and New York. “I incorporated things that are very personal to me in the collection for example, I grew up playing tennis my whole life, so we have the Palm Springs Tennis Club crewneck, which features beautiful embroidery. “When we were first working with the design team, we really wanted to test out different aesthetics to see what would resonate the most with the consumer,” Viens said. Viens mentioned the debut collection was inspired by things that were personal to him in addition to the things that take him back to his previous career in entertainment such as the graphic tees, which feature cover art from a variety of pop and rock bands including Duran Duran and Def Leppard. You can wash them, go out in them, and you’re going to have a piece of THE ERA in your closet for a long time,” Viens said. The quality is the most important part of this brand because all our garments are really meant to last. “Gold Story was something that I came up with because I’m someone who dresses very simply and I wanted a simple item that you can wear out to a nice dinner, and we used these gold-plated grommets and aglets to really elevate these pieces so it wasn’t just a blank garment. While the brand offers men’s and women’s categories, each garment produced by THE ERA is gender neutral and can be worn however by whomever. The collection also features short- and long-sleeve T-shirts, hoodies, crewnecks, sweatpants and other bottoms. The collection features core pieces such as the Alien graphic T-shirt, a fan favorite of the brand, and the Gold Story top, which exemplifies the brand’s focus on luxury and features gold-plated trim details to elevate the piece beyond a simple blank garment. Viens also worked at Bolthouse Productions on coveted parties outside of Coachella such as Neon Carnival. At the agency, he would work on fashion co-branding opportunities for Lollapalooza and other major international music festivals. ![]() Drawing from his previous experiences in the entertainment space, Henry Viens created THE ERA to provide a sustainable and luxurious collection of pieces for the music-festivals crowd.Ĭhief brand officer of THE ERA, Viens began his career at William Morris Endeavor in the music division as well as the celebrity-endorsements and commercial division.
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