CURRENT/ELLIOTT LAUNCHES MEN’S

by Stephen Garner
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American lifestyle brand, Current/Elliott has launched its first men’s collection for fall 2016. Men’s Design Director, Kirk Von Heifner, brings the same authentic approach that has historically characterized the brand, reinterpreting its California heritage with a fresh perspective for men.

Originally created out of a love for vintage denim and its Americana roots, Current/Elliott brings a similar sensibility to its men’s offering, infusing modern elements into denim and sportswear classics. This inaugural collection transports consumers back to the eclectic commune of artists, surfers and musicians residing in Topanga Canyon during the 1960’s and 1970’s – where early traces of Southern California surf culture can be found. Alongside the full range of denim styles, the men’s collection will feature heritage tees, shirting and other timeless staples.

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“California is my home and I grew up as a fan of Nirvana,” said Von Heifner, “so my deep passion for both will undoubtedly continue to be a great influence for the men’s collection each season. You can expect to see a strong presence of 70s California style woven throughout the line, mixed in with nods to 90s grunge.”

CEO Jack Schwefel noted that this expansion into menswear has been an organic evolution for the brand. “We are very excited for the launch of our men’s line. It is a natural progression as Current/Elliott has always been a fashion brand inspired by iconic men’s silhouettes. Kirk has worked with the entire design team to create a synergy and make our long time vision a reality.”

The collection will be sold on CurrentElliott.com and at the brand’s first brick-and-mortar store in Venice, on California’s famed Abbot Kinney Boulevard, along with select retailers nationwide.