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Elmer Ave launched its debut at the
Mercedes Benz Fashion Week held at
Smashbox Studios on March 12th, 2008 in Culver City, California.
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Sex Appeal
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The show opened with a live performance of the
Original Score by the
Devil’s Orchestra. Seats saved a pair of ear plugs for every guest ‘just in case’ it was too loud. It was definitely rockin in the main tent for
Elmer Ave’s Fall 2008 debut show.
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Take A Walk to Elmer Ave
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Form fitting jackets in Velvet and spray paint portray designs that take you to a scene where
Interview with a Vampire meets Johnny Depp on a gauntly ghostly pirate ship where you are about ready to walk the plank into the depths of darkness and despair below. But there’s something bold about their designs - something honest and effortless.
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Rockin Lingerie
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The ladies line encompassed stalkings with stiletto heals and garter belts paired with only silky lingerie tops, jackets and vests, but with a lighter feel than the men’s designs. The woman’s line portrayed mostly softer colors, such as white with and silver images of the American Flag and words of Betrayal. Hmm is there a message here?
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Betrayal
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As I exited the show extremely amped up and ready to rock the world! Walking next to me, one of the male models asked what I thought of it, with a mischievous look, and the first thing that came to mind was “
Gun’s N Roses meets Doomsday”. I’m not sure if this is quite what the designer was exactly going for! As I reflected on the show a little more, along with the history of
Elmer Ave, I began to realize the depth and quality of this rugged line.
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Renegade
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As for the “Doomsday” appeal, all of the models walked the runway in a slow zombie-like stance, wearing dark eyeliner, and displaying their heartfelt designs with words like "Hopelessness," "Despair," and "Brokenhearted," along with crossed war axes, old school crosses, and broken hearts with bullet holes. Some might say they were expressionless, or even “night of the living dead like”, but the live rock music kept them alive and the show didn’t miss a beat. Designer
Day calls this line “full of hope and despair,” reflecting on days of working for the masses.
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Punk Rock Hair
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Elmer Ave was created about 3 years ago in Los Angeles amidst the city streets of Hollywood. The line is backed by 4 designers, Jonny Day, Collin Pulsipher, Ward Robinson and Sean Murphy all in their 20’s and 30’s. Their “workshop” looks like a big warehouse oozing with raw creativity called “the Compound”.
Their initial designs graced the closets of celebrities and highly acclaimed rock stars such as
Motley Crue’s Tommy Lee, The Black Eyed Peas’ Will.i.am, Dave Navarro and actor
Orlando Bloom.
Beck was expected to make an appearance at the March 18th show in Culver City.
Day and
Murphy came to
Pulsipher for help with a skateboard apparel line, Afroman. The three later created a rock band and together designed the matching jackets for the group.
Robinson joined the design team later after helping put together their first fashion show.
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Custom Reconstructed Jackets, Shirts and Vests
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Elmer Ave at first glance might seem fit for only the rockers and the
Johnny Depps’, however; I think they have a little something to offer everyone. They’ve taken the line to another level creating designs for a much larger crowd and even taken the price tag down a little. So come on, take a walk on the wild side –
Elmer Ave way.
For more information go to http://www.elmerave.com
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