Los Angles-based event planner Apple Via and designer Sweet P. have launched Pomme, a line of saucy flannel loungewear. After emerging from bankruptcy, Malden Mills Industries is moving forward with a new management team and major global expansion.
HOLLYWOOD, Calif. — Two denizens of the hipster scene, event planner Apple Via and designer Sweet P., this month launched Pomme, their line of saucy flannel loungewear to a packed crowd at the hot spot Geisha House here.
The idea for Pomme came about in December, when Via, chilly during the Los Angeles winter, complained to her boyfriend that no one made sexy flannel.
“I thought, ‘I’m going to do that,’” said Via after the runway show on April 7.
At the same time, Sweet P., a former Bebe designer who also had a clothing line named after her, was looking for a new partner. On a double date, Via shared her idea and some sketches.
“All winter I’d been thinking I looked like a homeless person when I wanted to look hot,” said P. “When Apple showed me her idea, I thought, ‘I want to be her partner.’”
With a $6,000 investment, Via and P. created seven styles with wholesale prices of $42 to $75.
The collection is primarily flannel in muted pinks, blues, greens and browns with silk charmeuse trim. All designs are named for the cities they suggest. Rome is a floor-length, empire-waist nightie with a gathered bust and Capri is a spare over-the-knee spaghetti strap halter dress. There is also a wide-leg pant (Los Angeles) and a fleece hoodie that wraps and fastens on the side with a big button (Berlin).
“We designed the pieces around feeling beautiful, but being comfortable and warm,” Via said.
The line is shown through the Noetic Showroom in the Cooper Building in Los Angeles and they plan to send samples to Noetic’s New York showroom by the end of the month.
“The line works on everybody,” said Sweet P. “It’s for all different shapes and bodies.”
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)