How ‘Electric & Rose’ is changing tie-dye beachwear


Looks like yesterday the tie-dye trend was in vogue, both new and retro. Now that technique is on almost everything – from luxury tailoring on the runway, to pillows at Urban Outfitters, and even sweatpants at Target – one has to wonder what the future of tie-dye is?

The tie-dye trend dates back to ancient Asia, where natural dyes were used in 6th century Japan to color clothing. Berries, leaves and flowers were boiled and fabrics soaked in them. It spread to India soon after, but it was not popularized until the 1960s, when it represented free love and counter-culture rebellion, and was worn during Vietnam War demonstrations or at music festivals like Woodstock. It was mass-produced throughout the 1980s and has since become a fashion mainstay.

Obviously, tie-dye clothing isn’t going away anytime soon. But what does this mean for the future of fashion? One of the brands that started the tie-dye trend is the Californian brand Electric & Rose. Since the brand’s launch in 2014, they’ve been at the forefront of high-end tie-dye tees, cozy sweaters, leggings and denim.

Now that tie-dye has reached its peak in fashion, say around 2018, what does the future hold for this trend and how is it kept fresh? “Tie-dye becomes minimal, it becomes something minimalist,” said Iva Sherman, vice president of design at Electric & Rose.

“It’s about the simplicity of a tie-dye stripe, and less is more,” she adds. “Softer colors and grays in tie-dye as well and color blocking.”

Sherman would know because Electric & Rose recently launched its Fall 2022 collection. “Tie-dye is part of our brand DNA, we’re always trying to make it fresh and new,” Sherman said. “Throughout the past few years, and in our Summer 2022 collection, we’ve been trying to get back to basics. We like to think outside the box and keep it fresh and new.

They’ve expanded into home accessories, bucket hats and yoga pants, “all of which stay true to the aesthetic of Venice, California,” she said. “Right now we’re headed for that high beach lifestyle, but we’ve got a little rock and roll in there. It’s about having distressed denim, grunge, and vintage washes. Distressed faded colors with a little pop.

As the brand has grown beyond its tie-dye roots, it’s incorporating them into its latest collection, which includes the Sunset leggings, which have just one calf highlighted in tie-dye, while the sweatshirt Neil’s shirt has a tie-dye along the ribcage on each side. side. Their new Knight tank top has a tie-dye effect on one shoulder.

These are all minimal approaches to a typically maximalist trend. “A lot of our inspiration is found in nature,” Sherman said. “It was a lot to find him in the Joshua Tree desert. We had tie-dye in our collection before it reached its peak in the mainstream and we wanted to continue leading the direction of tie-dye. To chart our own path.

They recently hosted a pop-up cabin at W South Beach as part of WSB Camp, helping guests create their own DIY denim shirts, complete with hippie patches. This playful approach is the origin of the brand, as co-founders Eric Balfour and Erin Chiamulon started Electric & Rose as a hobby, handcrafting tie-dye pieces in their garage, for their family and friends. friends. Today, it’s a lifestyle brand worn by Hailey Bieber and famous yogis, like Caley Alyssa, Jen Pastiloff and Briohny Smyth.

The looks are meant to “imitate the Venice Beach lifestyle,” Sherman said. “Chevron has always been maintained throughout the collection as our tried and true signature tie-dye.”

“For us, it’s about coloring outside the lines,” she adds.


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