The cool kids have found a new uniform. L’Creme sightings have been occurring with increasing frequency on the streets, of New York City. The emerging clothing line, based out of Queens, NY, founded by David Joseph and Sean Wasserman in 2009 represents the union of sports nostalgia, music and pop culture -- appealing to a sect of young people hyper aware of style, and effortlessly well-dressed. L’Creme Clothing set out hoping to resurrect streetwear culture, and they have -- promoting not just clothing but a lifestyle. Having collaborated with rising indie artist, Eric Sosa, on a limited edition t-shirt, the release of the L’Creme Mixtape, featuring a slew of indie artists, and selling their clothing at events such as the famed DUNKXCHANGE, and the launch of its Spring/Summer 2011 collection, debuting their highly anticipated women’s tees, L’Crème Clothing is well on their way to becoming a longstanding name among the cool kids. 5pointMAGAZINE had an opportunity to talk to the designers about their brand, and what it really means to live L’Creme.
Explain to us what L’Creme means – how did you come up with it?
The name L'Creme comes from "Creme De La Creme" meaning the best of the best, cream of the crop. We wanted a name that defined our movement and our clothing brand.
The love for sports seems to be the foundation on which L’Creme was built. Considering that women generally aren’t sports enthusiasts, how do you hope to expand your reach to the female audience?
Sports is just one of the few aspects that we incorporated in our design. There's 3 things we focus in on when we create a t-shirt especially for women; [first] The Fit: the fit is a crucial part of our design process, we want to make sure that our consumers love the fit and the feel of the shirt.; [second] The Colors: we use everyday colors that match with what people wear, and there are times were we match a tee to a particular sneaker; [third] The Design: some people will buy a shirt because they absolutely love the design, and we make sure that we design pieces that appeals to everyone. Combining all these make purchasing a sports tee more like purchasing a tee with a design. Women may not be sports enthusiasts but if the Fit, Color, and Design are appealing, they'll certainly wear it.
Who is one celebrity that you would love to see rocking a L’Creme tee?
Kanye West, Jay-Z, Pharrell, Wiz Khalifa, Jhene Aiko, Odd Future, J.Cole...the point I'm trying to make is I would love for any celebrity/artist to rock L'Crème.
How does one go about living L’Creme?
Living a L'Creme lifestyle simply mean to live life to the fullest and to the best of your ability and looking good while you're at it. Being the creme de la creme in whatever it is you do.
Like this Article? Follow us on Twitter: @5pointmagazine and @itsniquey
The top things that all women love are clothes, shoes, make-up, and accessories (handbags, sunglasses, and jewelry) All women may not be a huge fan of everything I just stated but there is at least one item that all women go goo-goo-ga-ga over. That one item that they will go out and cash out on every season. For me it`s all the above. When you enjoy every aspect of being fashionable you can`t get enough of just one, you enjoy them all.
Of recent, I have had a craze over accessories. After becoming my mom`s secret stylist our focus has been on 'accessories' namely - jewelry. It`s always those final touches that can either make or break your outfit. I was recently introduced through a mutual friend to this super creative jewelry designer. I was told I should check out her work, so I followed the advice and fell in love! From the recent spring collection there were many statement pieces that I felt would go awesome with any kind of outfit and reach many different customers. So I felt it only right to talk with her about this outstanding line of hers.
What`s your name, and where are you from?
My name is Joi French I'm originally from Newark, NJ and Brooklyn, NY.
What is your background in design? Did you always have this passion when you were younger, did you go to school for it?
I am a self-taught designer but I have always done this since I was younger. I used to make outfits for my stuffed animals out of my mom's hosiery! My educational background is communications and PR.
What`s the one piece of jewelry you own that is like your prized possession. One that is not of your own brand.
Honestly I don't have one sad to say. My family used to buy me so much nice jewelry, fine jewelry and I would always lose it! One earring would go missing, a necklace. They and I gave up! I think that's why I make fashion jewelry versus fine.
If you could wear one piece of jewelry for the rest of your life what would it be?
Probably this simple silver lariat I made. It has a feather on the end. It's versatile like me.
Do you remember the first day you decided you wanted to create your brand? What was that day like, and how long ago was it?
I always knew I wanted my own line/brand, even when I was in corporate America. I started it officially January 5th, 2010.
How did you come up with the name 'Pirate Romance', is there a story behind that?
I wanted something catchy and memorable of course. It's also a nod to one of my favorite brands, Australian line, Romance Was Born.
When you design your items where do you base your inspiration from?
My inspiration comes from everything and anything virtually. I am an extremely visual person so I can see a color, a shape and want to translate that into something wearable. I am also very much inspired by pop art.
What message do you hope to bring to women through your jewelry?
My message is to essentially not to be a sheep. You can wear custom and exclusive pieces without breaking the bank or wearing what everyone else is wearing. Be bold, don't be afraid to have people look at you.
Do you plan to expand your brand past just jewelry?
Yes, I am launching menswear with tee's and crew necks that line is called Crimes Against Thugs. Also a women's dress line entitled MANNEKIN (mannequin). Both will be available in August for autumn, winter collections.
Where can people contact you (facebook, twitter, ect) , and purchase your jewelry from (online, stores, ect)