Blue Cult is reaching out to the film set. The Los Angeles-based firm, which first became known for its butt-lift-bottom jeans, has produced a bag designed to hold items Hewlett-Packard is giving away to A-list guests like Mandy Moore, Ashton Kutcher and Jennifer Lopez at the Sundance Film Festival beginning today.
This story first appeared in the January 15, 2004 issue of WWD. Subscribe Today.
The messenger bag, the first in a series of technology-inspired designs to come from Blue Cult, was created for what the company calls a “fashion technophile.” It features a signature hand-rubbed finish and embroidered logo pockets, and is designed to hold the HP 945 digital camera and 245 photo printer.
“We want to integrate into people’s lives just as technology has,” said Tara Narayan, marketing director at Blue Cult. “We always like to be ahead of trends and foresee technology as a breakthrough in fashion. HP is a proven leader in their field and we have common goals with regard to knowing our customers. Digital cameras, handhelds and other mobility products have become part of today’s culture and we’re hoping to add a little fun and luxury to what’s become a necessity to our daily lives.”
Narayan said that while Blue Cult will not be selling this bag, the company is looking into selling products like it in the future.
Narayan said the bag, camera and printer together are worth about $1,000.