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2 posts tagged "Ron Herman"

Walking the Road to Awe


RtA's Debut Collection

Naming your label Road to Awe sets the bar pretty high. And Eli Azran and David Rimokh—the founders of the new L.A.-based denim and leathers brand launched under that moniker—vow to live up to those lofty expectations. “Road to Awe is a constant journey to perfection,” said the French-born Azran who, at 27, already has experience running three successful denim-centric lines. And while they’re both young (Rimokh, an L.A. native whose expertise lies in accessories and denim, is 26), the duo has demonstrated some serious business savvy. RtA’s first collection, which comprises an expansive range of highly developed washes and leather styles, focuses only on bottoms. For Spring '14, they’ll shine the spotlight on leather jackets and tops, and by Fall '14, the pair will have developed a complete collection. “In today’s market, it’s much easier to launch half a brand first,” explained Azran. “Then, by next fall, both categories will have launched properly, and we’ll be able to go full force.”

With the help of West Coast retail fixture Evelyn Ungvari—whose role, explains Azran, is to bring a feminine touch to the range—the business partners have turned out second-skin denim with unique pigments, coatings, and finishes (see the lacquered, bleached pair above), as well as a series of appealingly priced leather trousers (they start at $595). Fabrics are sourced from Japan, Turkey, and France, and all the wares are produced in L.A. (in fact, when we spoke to the duo, they were walking through one of their local factories). The concept behind the new line—which, quite impressively, has already been picked up by Bergdorf Goodman, Curve, and Ron Herman—is to create pieces with an authentic, vintage feel that cater to women’s everyday desires. “Some brands are so focused on their direction and vision that they ultimately forget what girls want,” offered Azran. And what do women want, exactly? “Simplicity,” he said. Rimokh chimed in. “The more we try to find out what women want, the less we know. That’s why we stick with simplicity.” Smart. And while we’re not sure that all women crave the simple life—it depends on who you ask, really—we have a feeling that lots of ladies will want to buy what these boys are selling.

RtA’s debut collection ranges from $165 to $1100 and is available at Bergdorf Goodman from today.

Photos: Courtesy of RtA

Riviera Club Pulls Out All The (Bus) Stops


No harm in stacking the deck a bit. Ron Herman threw the fledgling SoCal menswear line Riviera Club a party for its Spring 2010 collection debut on Saturday, but its designers—and its fans—are distributed between Santa Barbara and L.A. No sweat for RC’s Derek Buse, Greg Ullery, and Joe Sadler (pictured, with Herman): They chartered a party bus to cart in the loyalists. “It was only supposed to have 25 people on it, but I think 35 people ended up coming down. Apparently there was Coors Light being thrown on the 101,” Buse said. Cut the stalwarts a little slack—they’ve got plenty to celebrate. Things are looking sunny for Riviera Club now, but when it was founded last season mid-recession, there was no guarantee it would succeed.

“Ron Herman was the first order we ever wrote as a company, and we did it at the Tranoï trade show in Paris,” Buse explained. “I remember wiring the money over to the trade show, thinking to myself, I hope this doesn’t suck. Then, the first order we wrote was with this store that we thought embodied a lot of what the clothing line embodied. After that I remember just having a settling feeling, like, I think it’s going to be OK.” Shoppers perused the double-faced shirts and jersey-lined shorts the line’s fast becoming known for—the kind of comfortable basic girls are likely to nick from their boyfriends’ closets. So we had to ask, any hope of a women’s collection down the line? “I really want to, but we have a lot to learn on the production front,” Buse said. “I really want to have the men’s stuff well greased and then to dive into women’s and do it right.” No guarantees, but that sounds like a recipe for success.

Photo: Courtesy of Riviera Club