ONE CLOTHING LABEL'S EXPLANATION OF ITS REALLY BRIGHT SHIRTS
Altamont's Art Worship
Altamont Apparel’s motto is “Cut from a different cloth” But that didn’t prepare me for some of the label's Summer 2013 looks. Altamont had a raucous party June 13 for "Art Worship," its new wall installation at the Conveyor boutique in Fred Segal Santa Monica.
Along with Art Worship, Altamont’s Exhiled shirts also were on display. They might be the brightest shirts ever produced. For sleepy people, the orange shirt might be overpowering. But Pierre André Senizergues, the chief of Altamont’s parent Sole Technology Inc., says that is precisely the point
“You have to wake and be creative,” he said.
Yeah, but who would dare to wear such a thing? Well, everybody, said Shawn Brown, an Altamont brand manager “The kids want to be different,” he noted.
OK. But there might be another agenda at work. The clothing line was named after THAT infamous Rolling Stones concert, said Noel Paris, retail brand manager. “The lines touch on bold ideas,” Paris explained “It’s natural...it’s based on something chaotic.”
