Although the MTV Video Music Awards has been all about everything that is flashy, blingy and over the top, there were fortunately a lot of vendors at the pre-award show suites in Las Vegas that brought things down to Earth, even with the presenters and nominees endeavoring to outdo one another.
A desire to get people to get grounded and think globally was perhaps why California Rising Founder Joshua Fischer, with his warm smile and earthy but undeniably luxurious cashmeres sweaters and hemp hoodies, was holding court at the Star Lounge, commemorating Rolling Stone Magazine’s 40th anniversary, at the Hard Rock Hotel. Just as Rolling Stone in its early days stirred up enthusiasm for rock music and a grass-roots way of thinking, Fischer and the designer Philip Sitbon set out to accomplish the same thing with the line, that effectively captured the imagination of attendees such as Ludacris, Nelly, Joss Stone, John Salley, Derek Philips, Ryan Seacrest, Mario Lopez, Carnie Wilson, Josh Henderson and Kevin “Entourage” Dillon.
Thanks to California Rising’s philosophy--changing the world through fashion--they already had a credible celebrity following that includes Guy Ritchie, Ashton Kutcher and Demi Moore. This will certainly help their cause, as future plans include expanding the line to include women’s clothing and organic denim, but as Fischer likes to live in the present, it is of utmost importance to get his message to the people now, and in the most stylish way possible.
“California Rising’s goal is to influencing the lives of others, share with those less fortunate, and elevate social consciousness,” says Fischer. “The collection is intended to at once reflect innovation, imagination, and above all, integrity with a commitment to the environment and community. We only use high quality organic fabrics, eco- friendly dying processes, and associations with like-minded organizations where we donate a portion of the proceeds to further these charities’ goals. We hope to inspire everyone
from trendy teenagers to sophisticated urbanites.”
“California Rising is a label that stimulates both style and human emotion,” concurs Sitbon. “Like the ever-determined dreamers and forward-thinking visionaries that have followed their hearts West to California, this line embraces the progressive, inventive, and laid back energy that is characteristic of the Golden State.”
Stores in Los Angeles carrying California Rising include Kitson, Nieman-Marcus, Fred Segal, Theodore and Sy Devore. You can also see the full collection, and the messages that come with each carefully conceived garment at www.californiarising.com
This week, two lucky readers will improve their wardrobe and their consciousness with a special item from California Rising.
Winners will be randomly selected and notified September 24, 2007.
US only. Rules
