The nostalgia for travel and the wearable mementoes of those adventures
have inspired the launch of Materialust, a unique collection
of upscale t-shirts featuring rare
globe. Designed for men and women,
the brand first pulls into the depot at Las Vegas for the Project
show during MAGIC, subsequently rolling into high-end boutiques
and specialty stores nationwide in Spring 2006.
Just about everyone has an emotional connection with travel,
says co-founder and creative director Alfredo Malatesta. The
idea for the brand came from his appreciation of traveling and travel
artwork. The graphics on Materialust shirts derive from vintage
travel brochures, matchbooks, pamphlets, napkins, even street graphics.
But the brand also understands its expected consumers. I just
got back from Peru and bought some t-shirts with great art, but
the fit isn't ideal and the feel is a bit rough,
says Malatesta. Materialust solves that by bringing great
looks, fit and feel together.
With the slogan
Choose Your Destination, in the spirit of a luxury airline, Materialust
takes passengers to Paris, Bombay, Tijuana, Las Vegas and Honolulu
with its first collection. Other countries, cities and unique
places are scheduled for future flights. Each shirt has a unique
hang tag (resembling a vintage airline luggage tag circa 1964) along
with the airport codes of each destination, which also informs its
color palette. Made
in the U.S. from 100% cotton, the products are also distinguished
by a special wash that makes each garment look and feel like a classic
old souvenir t-shirt from a favorite trip.
five styles of shirts for men and women, each between $50 and $60
retail, the brand expects to expand into other product categories
including outerwear, travel bags, belts and accessories as well
as a children's collection.
will be carried at such boutiques and specialty stores as Fred Segal,
Lisa Kline, American Rag, E-Street Denim, H. Men, M. Frederic, Intuition
and Blue Bee, among others, in major markets including Los Angeles,
New York, Chicago, Seattle, Miami and Dallas. Design, production,
warehousing and corporate facilities are located in Los Angeles.
co-founder and creative director Alfredo Malatesta spent several
years with L.A.-based apparel company Trunk from its inception in
2003, in charge of marketing and licensing initiatives. Previously
he was a manager at The Firm, handling the likes of Enrique Iglesias
as well as worldwide promotional activities for The Backstreet Boys,
Korn, Limp Biskit and other artists. Appropriate to his founding
of Materialust, Malatesta earned his bachelor's degree in History
from UCLA in 2000.
Learn more at www.materialust.com
Matt Meyerson Sr. V.P., Product Placement
9100 Wilshire Blvd. Sixth Floor, West Tower
Beverly Hills, CA 90212
(310) 550-7776 p
(310) 550-1701 f