"실례합니다, 당신은 Gawsie 전시실이?" 어디에 있는지 안다 나는 물었다. 나는 Los Angeles 육지 중백의에 있는 Gerry 건물 도심지에 외부에 산업 이고, 및 안에 미니멀리스트 캘리포니아 시장 센터 작풍 복도에서 청소한다.

"Gawsie, Gawsie…" 나는 정신 손가락을 망아지 꼬리가 달린 전시실 소유자 생각으로 가상 수염을 어딘가에 치는 볼 수 있었다. "Ohh, oh. 그들은 수량으로 4 oh 2이다. 그들은이다 새로운 녀석." 확실히, 뉴욕에 기반을 둔 추려낸 전시실은 로스 앤젤레스에 새롭다' 유행 지역 - "당신 아직도 페인트를 냄새맡을 수 있다," 방문 디자이너를 말했다 - 그러나 Gawsie는 운동 시장으로 Gawsie의 첫번째 소개인 ATHL의 1998 발사부터 자체적으로의 이름을 만들고 있다.

"우리는 가슴의 맞은편에 편지 ATHL와 더불어 사려깊은 인쇄를 가진 까만 긴 소매로, 나왔다," Steve Patino, Gawsie를 위한 국제법 학자를 설명하고 그것의 창조자는, 2020의 멀티미디어 상담 팀 디자인한다. "우리는 기술적인 운동선수의 개념인 `athletech의 개념을,' 밀고 있었다. 실제로, 우리는 회사의 이름이," 그 계속한다 보다는 개념을 좀더 밀고 있었다. "사진사 저희에게 오르고, 당신이 저 ATHL 회사 권리?'는인 `말할 것입니다 그리고 우리는, `아니오, 우리이다 Gawsie Athletech 말할 것입니다 - ATHL는이다 Athletech를 위한 요약.' "

다른 많은 유행 디자인 팀이 저 대로 다만 행하는 동안 - 유행을 디자인하는 것은 정당한 패션 디자이너 2020년으로, 만들고 - 저와 그것을, "twenty-twenty" 말하십시오 - 개인적인 사진사, 웹 개발자, 음악 생산자, 논설 작가, 거리 착용 디자이너, 유명인사 디자이너 및 제품 상표를 붙인 고문의 공동은 이다. "2020를 위한 개념 전에 장시간,"는 왔다 Ricardo Llano를, 2020's 말한다 창조적인 지도자. "저와 나의 친구는 예술에 관하여 vibe 하고자 하고 디자인, 우리는 프로젝트와 아트 쇼로 그리고 들어갈 것입니다. 2020년으로 들어가는 저 vibe, 및 우리가." 일하는 이다

"우리는 모든 이다 그래서 다양한과 우리 가는," 추가한다 Patino를 순전히 덮으십시오. "그것은 이다 그래서 넓은, 그렇다고 하더라도 열심히 기술하기 위한 것이다. 당신은 이다 상관없이 가져온다 저희에게 프로젝트를, 거의, [우리 수 있다 그것을 할.]" 정규병 팔방 미인의 매체 그룹 2020년은 다른 유행 회사, 작풍 유명인사, 싹 사진술을 위한 직접곱 배치를, 음악을 일으키고, 소매로 상담하고, 상표를 붙이고 웹 발달을 제안한다. 아직도, 그룹은 2개의 선으로 더 명확하게 분할하는 계획하는 Gawsie에 완전하게 집중하는 시간을 찾아낸다: Gawsie Athletech, 그리고 Gawsie. "우리는 항상 최후에 회사의 부분 그리고 별거가 우리의 미래의 부분일 것이라는 점을," 말한다 Patino를 알고 있었다. “And we are developing a completely separate accessory division for fall ‘04 and a co-op double label project with Creative Recreation footwear, for spring ‘04.”

Gawsie Athletech is composed of 1998’s ATHL and 2001’s very similar extension of ATHL. The 2001 collection featured, as Patino describes, “full top and bottom micro fiber suits, technical running shorts, amazing applications, dry yarn moisture wicking tank tops developed in Italy and Portugal. The 2001 line was compared to Prada sport, Patagonia, and Nike running product,” he continues. “We used technical fabrics with sleek Euro-styling fit and colors.” The Athletech division aims “to be like the Champions, Reeboks and Nikes of the world, which is a huge, hardcore athletic-oriented business,” he says. “We already sponsor local basketball teams in our local community. So uniforms and making actual hard goods like basketballs and baseballs — designing tennis rackets and so on — is a part of our big picture.”

And then there’s the just Gawsie division, which Patino describes as “our premium designer sportswear label, similar to Lacoste, Bikkemberg and Fred Perry. We’re aiming to be the future of the athletic industry from the US market,” he says. Fittingly, Gawsie is sold at Fred Segal, Atrium and Bloomingdales, Zebraclub, Madison, while Gawsie Athletech intends to be featured in major gyms and other athletic outlets. The Gawsie line began with the medieval-themed Palladium Park, which was Gawsie’s third shipment in 2003. “[It was] our strongest group ever,” says Patino. “Palladium Park was broken up into two deliveries: the first half explained the collection with graphics that consisted of four teams that went to battle at Palladium Park. The four teams at battle were the Archangels, Eagles, Lions, and Warriors. These teams all consisted of four graphics, each to make up the teams, and were produced in shades of browns, nudes, reds, and light blues, with pop-color prints to encompass the battles. Our second delivery of Palladium Park will be in stores by December 2003,” he continues. “[It] will showcase three different groupings of Italian Merino wool, hand-knitted sweaters from Italy. We also added to the collection by adding fleece from Portugal in majestic gold, with dark brown lion prints to tie back to the tee shirt grouping on top of a long sleeve grouping with new advanced printing techniques in dark colors of arc angels and lions. The Palladium Park collection is the first collection by Gawsie,” Patino describes, “to fully open the doors and eyes of the elite of the elite of the premium sportswear market and make history throughout the world.”

“Palladium Park was about the local heroes, local teams and local championship battles,” clarifies Llano. “The word ‘pala’ [refers to] ‘Athena,’ the goddess, and ‘dium’ [to] the field or garden — ‘Athena Garden.’ Warriors would battle for a place in her garden and to be by her side.”

“It was a very dark collection that opened up premium sportswear accounts all across the country,” says Patino. “Like Bill Hallman, in Atlanta; Untitled, in Chicago; Zebra Club, in Seattle; Boro 51, in Nevada; Commander Salamander, in DC; Madison, in LA; American Rag La Brea, Bloomingdales, Fred Segal; Atrium, in NYC, and the list goes on and on.”

The current collection, Coastal Sol, has continued to open accounts across America — think Saks and Bergdorf Goodman — picking up where Palladium Park left off, and then some. Gawsie’s first full collection, Coastal Sol has wowed initial watchers, offering fifty-plus cut-and-sew designs beyond the graphics-based gear. And though Coastal Sol shows a sunny disposition typical of spring — and while Palladium Park’s darkness seemed a perfect fit for fall — “the two collections are kind of seasonal only because of the delivery dates,” Llano tells me. “Coastal Sol could have been fall and Palladium Park could have been spring. It’s about the concepts, the athlete and the spirit of the sport. Not the season or popularity,” he says. “Coastal Sol is a little different because I wanted it to be more fun, young and more about the lifestyle of a golfer.”

The collection is comprised mostly of male fashion fundamentals: shorts and pants, jackets and button downs, tee shirts and polos — all with urban-yuppie pastels, cursive lettering, subtle details (like faux darts on a windbreaker), and contrast stitching on back pockets begging for focus on fit body parts — that lend the collection a feminine-but-hardly-effeminate feel. It’s metrosexual, only not on a bullet train to Cliche Land; it’s Ryan Seacrest, only with a better tan and a bling-bling edge; it’s trendy, only many moments ahead of being dubbed that. It’s a little dandy, sure, but I like to think Gawsie wearers are men who turn down their hairstylist’s suggestions of highlights; fellows who are hush-hush about eyebrow waxing; guys who drink white chocolate martinis for the vodka content; dudes who dig lines like Coastal Sol because they’re simply –

” — Real pimp stuff,” pimped Select Showroom owner Matt Germaine. He laid out the Coastal Sol collection, the hypothetical vacation wardrobe of a young professional way into golfing attire. The fresh-from-New-York samples seemed largely and chicly Easter egg-colored: mint greens, sky blues, and sunset oranges played up against darker logos and sand backgrounds. There are basic, relaxed-fit chino shorts, with carpenter hook details — theoretically for golf paraphernalia — and slacks simple enough to shift attention to other pieces–like breezy, cotton-linen, two-button blazers, with selectively frayed edging. Some of the pieces have lightly gelled text — “Coastal Sol,” “Feeling Good,” and less legible English-Italian-French scripting — while others are more classically preppy in blank Italian seersucker fabric. Tee shirts are swept with bold graphics prints, front and back, following soft color schemes: baby blue with navy blue and white, bright orange with light, light sherbets. The most popular print is a sketchy golf bag crossed out by golf clubs, largely on tee shirts or on the back of piqued polos.

It’s the polos that better articulate the Coastal Sol concept than what the title, simply scripted onto blazers and shirts, can do. There are forgettable solid, piqued polos, with only teeny trademark nickel-plated logos to distinguish them, or now predictable prints (Hawaiian flowers or golf graphics). But then Gawsie’s young professional turns into more of a fashionisto via smooth cotton polos that feature three pearl snap buttons and half of a front pocket — hypothetically for sunglasses — with stitching that outlines the missing half, hinting at novelty over practicality. And for the metrosexual unconcerned with looking hetero: try a cashmere, johnny collar polo with tiger stripes over a palm tree and Caddillac graphic. It’s these pieces, and the adventurous tee shirt versions, that are the link between Gawsie the obviously street-wearable and Gawsie the almost-runway. Several items in the collection find this point between high and low, including the hypertextured terry cloth hoodies (in royal blue and melon) and the “Rainman” poncho, with its crisscross neckline and bibbed hood, and its PU-coating that offers an almost slippery feel to compliment its trench coat-like belt details.

“The press is eating that up,” said Germaine, of the poncho.

I swallowed.

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