Dreamlife: Fashionably Folkloric
CRAFTWORK: Los Angeles–based Dreamlife’s cheerfully bright item tops, skirts and dresses offer the mixed media folkloric look at an affordable price. The line was created by Bob Harrison and Sayed Sheerazie, both of whom have been in the manufacturing, supply-chain and product-development side of the apparel industry since the 1970s and specialize in “speed to market.”
Each Dreamlife top is brimming with details for an “arts and crafts” look, such as a top that has pattern pieces in slub jersey knit and a woven dobby stripe. The folkloric style of embroidery, appliqueacute;, beading, handmade buttons and trims featured on the brand’s tops are all done by hand and are produced in Delhi.
Versatile styles encompass an age range of 16-year-olds to 45-year-olds. “Women like tunics. Young girls will wear it as a dress,” said sales representative Heather Kern. Smocked skirts are designed as twofers that can be worn as a tube top or a high-waist skirt. Dreamlife starts shipping its first season this month and has been sold to Sherre’s in Scottsdale, Ariz.; Emphatic at Fred Segal; and better-end department stores. —Rhea Cortado
KEY LOOKS: The majority of the line is made up of tops and rounded out by maxi dresses and camisoles. Each item features novelty fabric such as woven pointelle or all-over Schiffley embroidery and is trimmed with a multitude of embroidery, beading or appliqueacute;. For Fall ’09, the folkloric look continues with brushed tartan plaids that will be mixed with embellishment. WHOLESALE PRICE POINTS: $22.50 to $26.50 for novelty camis, $35 to $45 for tunics and $48 to $58 for maxi dresses. WHOLESALE CONTACT: Heather G Showroom in suite B571 of the California Market Center, (213) 896-0417.
