Meet Alexx Jae: Eco-Designer for EMA

Fashion Fights the Environmental Revolution

As Earth Day approaches, we can't help but think of more ways to "go green." Of course, there are energy efficient bulbs, environmentally friendly cleaning products, hybrid cars, and now, you can even make your wardrobe "go green"- and we're not talking about the color.
 
The Alexx Jae for EMA clothing line takes "organic" to a whole new level. Alexx's deliciously soft, 100% bamboo pieces were inspired by her environmentally conscious lifestyle. Alexx began her design career four years ago at Primp, and when she started creating her own line, she was certain that she wanted to work with bamboo. "A lot of designers are nervous about the material because they're not quite sure how it will fall and wear in. But it's amazingly silky, and has a natural stretch that works perfectly." Without hesitating, Alexx collaborated with her mother, Debbie Levin, president of the Environmental Media Association , to create a line that responded to the next step in environmentally conscious consumerism-"green" clothes. Alexx did, however, have one reservation. Although she wanted her shirts to send messages about saving the environment, she "didn't want to make another printed tee that you'd give to your boyfriend because it was too sloppy looking." So, she committed herself to designing beautifully fitting bamboo tops for women and men that send subtle "green" messages. Alexx's plan worked, and celebs like Anna Faris and Christina Aguilera are turning "green" for Alexx Jae for EMA . It hasn't stopped there-even Nicole Richie and Heidi Klum have picked up Alexx's bamboo duds for their tots.

		Debbie Levin &                Alexx Jae				Anna Faris
Bamboo Cardigan		Women's T-Shirt		Men's T-Shirt		Pre-fall '08

What's next for Alexx's organic empire? A mid-tier casual wear line for a nationwide retailer, as well as a high-end, ready to wear line to be launched this fall by Milk boutique in Los Angeles. While Alexx is dedicated to fashion's environmentally friendly revolution, she's focused, first and foremost, on designing fabulous clothes. "Just like in life, you don't want to throw someone in a Prius because it's a Prius-you want them to drive it because it's a great car and the fact that it's environmentally friendly is a plus. I don't want people to like my line just because it's organic. I want them to love the clothes because they love the clothes and by  wearing my pieces, they're beginning to step out of their comfort zone and into a more environmentally conscious life."

SSM Tip:  Spoil someone this Earth Day with Alexx's stylish organic wear! 

A. White