With the constant phone tag and complicated coordination of busy schedules, one would not have thought this feature on Mblem. was meant to be. Kind of like cracking the Da Vinci code. OK, maybe not that complicated, but it was a struggle. However, Marisa Menzel, senior publicist for The LOFT Public Relations and Kristi Kaylor Schwartz, president of Mblem. provided me with just enough info to shine light on anyone in the dark about Mblem.’s line of designer tees.
Now, I’m going to be honest. When it comes to celebrities designing clothes, I am not the biggest fan. I guess I’m extremely old school when it comes to the fashion industry. I just feel that designers should design, singers should sing, actors should act and so forth. However, after checking out the Mblem tee shirt line by Mandy Moore, I stand to be corrected.
Creatively misspelled, but phonetically correct, Mblem. has left their mark, put their stamp/signature on the saturated and competitive industry of the tee shirt design industry.
“The name was chosen by Mandy,” said Kristi Kaylor Schwartz. “She loves the word eMblem and so she just changed the spelling by putting an “M” in front of it for Mandy.”
Mblem. debuted in August 2004, but Spring 2005 was their official launch. Moore feels that she is a t-shirt and jeans girl. Therefore, that is were she came up with the idea to do a t-shirt line that embodied “your favorite tee shirt” through its styles, bodies and colors that Mandy liked and would wear herself.
“It’s basically your jeans and t-shirt girl or a woman who wants to be comfortable, yet fashionable,” states Kristi. Through her modesty, Mandy states, “I started Mblem. for selfish reasons!”
The first collection was a highlighted concept of lyrics from popular songs of the ’60s, ’70s, and ’80s sprawled across the front of t-shirts. Such lyrics include: “Got to get you into my life,” John/Paul ’66, “Don’t know what you got until it’s gone,” Joni ’71, and their top selling tee, “Gonna getcha, getcha, getcha,” Blondie ’78.
The colors for this collection have ranged from gray, yellow and cobalt blue to dusty pink, dusty green and charcoal. The texture of the t-shirts is what I like to call “a ’70s feel” because of the buttery soft fabric that reminds me of the type of old concert tees my mom use to wear.
Celebrity fans include Kirsten Dunst, Brittany Murphy, Mary Kate and Ashley Olsen, Natalie Portman, Jennifer Garner, Sarah Michelle Gellar, Jaime Lynne Spears, Eliza Dushku, Kate Hudson, Kelly Clarkson, etc.
Finding where to buy Mblem. tees shouldn’t be that hard since they are available in over 100 of the most trendiest, fashionista spotting specialty boutiques to be found, such as Intuition (West LA), Fred Segal Fun (Beverly Hills), Lisa Kline (LA), Dari (Studio City), Raw Clothing (San Diego), Brown Eyed Girl (San Francisco), E Street Denim (Highland Park, IL), Active Endeavors (Chicago), Denim Lounge (Chicago), Talula G (Las Vegas), Zebra Club (Seattle), Max and Gino’s (Long Island), etc. Mblem. is also available at such online shops as www.shopintuition.com, www.Shopbop.com, and www.Mblem.net, and in higher end department stores like Bloomingdales. This line is fashion forward and moderately priced between $48-$64.
This Fall 2005 season for Mblem. will more stylish and comfy than ever. The collection of cotton French-terry that was dyed and distressed to feel like that of your favorite old sweatshirt, this collection is sure to be a hit with Mblem. devo-tees. The French-terry collection will feature crew neck sweatshirts, drawstring pants, hoodies and zip-ups with sexier silhouettes. The fall tee shirt collection remains consistent with distressed thermals and that buttery soft jersey fabric. However, they’ve spiced it up with gathered snap fronts, sexy low banded v-necks, tattered edge scoop necks and a color palette that includes a variety of fall inspired hues such as bark, berry, marigold, cadet blue and emerald harvest.
Mblem is not only a fun line of tee shirts, but they are advocates of giving back to charity through a percentage of profits from Mblem. sales. Charities that have been recipients of Mblem.’s generosity have been: the Leukemia & Lymphoma Society, tsunami victims’ charities and Amnesty International. Mandy is very involved with charity work and Mblem makes a point to raise money for charities that are near to Mandy’s heart.
Upcoming events include a benefit at Fred Segal Fun in Santa Monica, proceeds of which will go to Trinity Kids Care. For the entire month of September 2005 20% of all Mblem sales will go to that charity. Mblem. will also be hosting an event at Bloomingdales in NYC in September, which will benefit Leukemia & Lymphoma Society.
“You throw on a great pair of denim, a cool pair of shoes and a great Mblem tee and your ready to go.”, proclaims Schwartz.
To see a previous celebrity wear column click here.
Throughout July Papierdoll will look at several celebrities fashion lines: Kimora Lee Simmons, Lenny Kravitz, 50 Cent and many others.