Pomme
Apple Via began the Los Angeles–based sleepwear line Pomme out of a personal desire for cozy sleepwear that was not baggy flannel pajamas or transparent and skimpy chemises. The result is a warm, comfortable and feminine flannel collection in classic empire-waist shapes.
Via teamed up with Kathleen McGurk, also known as “Sweet P.” McGurk independently ran retro juniors clothing line Sweet P for five years in the 1990s and worked as an associate designer for the tops division at Bebe Stores Inc. for the last four years before signing up to collaborate with Via.
The designers soften the Pomme sleepwear by using washed–silk charmeuse drawstrings and flannel-covered buttons instead of elastic. Dresses are cut on the bias with an empire waist to eliminate cold metal zippers.
Though Via gave up her successful marketing and public relations career—during which she worked on campaigns with companies such as Gap Inc., Target Corp., Nike Inc. and Levi Strauss & Co.—her marketing instincts are still sharp.
“We’re creating a lifestyle brand with Pomme,” Via said. “We want to move into bedding. We want to bring these whole concepts of inner/outerwear as a lifestyle and the idea of doing things that make your home and life more comfortable.”
For Spring/Summer, Pomme’s second collection, the designers are introducing stripes and prints in cotton lawn and cotton voile fabrications. Wholesale prices are $37 for fleece Bermuda shorts, $42 for tops, $53 for pants, $55 to $60 for knee-length nightgowns and $68 for floor-length nightgowns.
Via expects that Pomme’s fleece hoodie, fleece Bermuda shorts and flannel pants will follow the lingerie-as-outerwear trend.
“I love when people take liberties like that,” she said. “There’s something eccentric and fun about wearing clothes that you wear with comfort in your home out to the store, shopping or to brunch. It’s comfortable and fun and relaxed—that’s L.A.”
For more information, call the Noetic showroom, located in suite 221 of The New Mart, at (213) 614-7924.
—Rhea Cortado
