Viridian Design Group LLC unveils its Kirk Von Heifner led fall '11 collection for Vicarious by Nature (VBN), the company's flagship eco-conscious clothing brand. Von Heifner, who took the reigns as VBN's Design Director in October, brings his fresh design vision to the pioneering eco California brand after a four year run in New York with the John Varvatos design team.
His broad range of expertise also serves to expand VBN's offering as New York based Archetype Showroom plans to dramatically expand the line's retail presence in doors like Neiman-Marcus where VBN is currently featured in select markets.
Inspired by the film “East of Eden” and the de-saturated, tonal colors of 50s era photographs and color films, the VBN Fall '11 Silhouettes range from exaggerated shapes to slightly cropped and boxy with refined fits to follow the vintage inspiration.
Details and lines simulate those found on classic Americana work wear with raw edge cuts, utilitarian paneling, repair stitching, and reinforced pockets/seaming. In keeping with VBN's strong eco commitment, organic fabrics and sustainable processes are the mantra for the artisan vision of antiqued prints, over dyed seerstripe wovens, plated mélange jerseys, soft modals, structured pontes, slub cotton knits, washed flannels/corduroys, and distressed heavy canvases.
“I've been a longtime admirer of the VBN brand and its progressive position towards making every aspect of its business environmentally sustainable – all the while putting out fresh yet novel clothing that rocks in the mainstream market,” said Von Heifner. “Our fall '11 season is an inspired stepping-stone towards a refined aesthetic as the collection grows.”
With his move back to the west coast, Von Heifner will dramatically expand the VBN design team's range with his clean, high end, contemporary fashion sensibilities. He also brings to VBN a renewed commitment to relieve the environment of the severe stresses placed upon it by the apparel industry. Using the company as a sustainability incubator, VBN's team hopes to make the brand a fashion standout as well as an important contributor in the pioneering of sustainable practices and industry-wide green standards.
“Kirk has been a long time friend of all of us here at VBN, so we already know him well and truly appreciate his commitment to our vision,” said Dan Gobbelet, President and CEO of Viridian Design Group. “Kirk hit the ground running this fall, and we look forward to his guidance as we challenge ourselves to balance sustainability with these inspired fall designs and ultimately the demands of an ever growing eco fashion market. It's an exciting time to be charging ahead in this burgeoning corner of the business with Kirk at the helm of our design team.”
Viridian Design Group LLC
marketing@alchempro.com
