A special collaborative product-pack created by Akomplice and Conveyor @ Fred Segal which promotes the use of cool roofs will be released exclusively at this event, and the event will also serve as the opening party for Akomplice’s in-store exhibition that will be on display in Conveyor Fred Segal for the entire month of June. The instalation creatively demonstrates why and how “The Paint Project” works.

Together Akomplice and Conveyor @ Fred Segal have created a product that promotes a “green” building strategy. This product and the corresponding exhibition provide background educational information on the science behind cool-roofs while promoting cool-roof initiatives on individual and legislative levels. Images of the tee and the science behind how it works after the jump.

These roofs & Roadways help reduce the temperature of urban centers by reflecting a significant portion of incoming solar radiation back into space. This cooling effect has an enormous positive effect on urban air quality, while also significantly lowering air conditioning demands, thus saving consumers thousands of dollars in utility bills.

Akomplice Clothing is also working with the City of Los Angeles to find a suitable demonstration site for the implementation of a cool-colored roof, using materials supplied by EnviroSafe Paints (America’s premium no-VOC paint) and Miracle Cover (America’s Finest Liquid Sealant).As part of the six continent tour, Akomplice Clothing and Conveyor Fred Segal’s next stop will be Asia in December 2010, where they have partnered with retailer Lafayette in Tokyo, Japan to release The Paint Project – complete with a new t-shirt design.

The reissued New Balance 205 will feature a Masai tribal shield in honor of the Kenyan athletes representing New Balance to victory in the 2003 and 2004 Boston, Chicago, and London marathons.

The New Balance 205 will be available at Conveyor at Fred Segal in Santa Monica, CA

More pics after the JUMP

New Balance held their Sonic Collection West Coast Launch party at sneaker boutique Conveyor in Fred Segal in Santa Monica last week.  A special wall was built for the party with a built in theremin, a special antenna-like electronic musical instrument which uses the proximity of a hand to alter the pitch and volume of a pure sine wave.   The theremin added some extra fun and interactive “sonic” component as consumers approached the product shelf.  Aside from the special wall build out and the brand new Sonic Collection for sale, guests enjoyed free appetizers, cocktails, and music from a finely mustachioed DJ which was complemented by the crazy sine waves produced by partygoers dancing by the Sonic wall.  Next time New Balance comes to your neighborhood with an instore party, it should not be missed!

Special wall build out, DJ and cocktail reception will take place at:

Conveyor Fred Segal Santa Monica
500 Broadway
Santa Monica, CA
(310) 393-4477

May 13, 2010

7pm-10pm

RSVP: Cara@RedLightPR.com

Sonic welding is an environmentally friendly alternate to sewing or gluing. The process of heat and pressure application to the seams of pattern pieces fuses the shoe together cutting out waste and crafting the sonic welded shoe to be airtight and watertight. The Sonic 574 and 410 take the iconic classics into a futuristic and modern realm with the new application of sonic welding.  New Balance is the first brand to utilize this sonic technology on athletic footwear.

To see SONIC WELDING in more detail hit the jump for pics.

The New Balance M996 sneaker has been reissued in limited production and will be available exclusively at Fred Segal in Los Angeles.

The classic heritage running sneaker from New Balance features all-over premium pigskin leather and most notably is made here in the U.S. at one of New Balance’s Maine factories.  The 996 was first introduced in 1988 and with an improved midsole, (utilizing the ENCAP® heel with a C-CAP midsole) was the best stability and cushioning combo to date. The 996 also featured the first use of 3M Scotchlight reflective trim for safer night time running by New Balance.

Only 47 pairs of the M996 will be available at Fred Segal (Santa Monica location only) beginning on May 13th.

In addition to the release of these limited addition sneakers at Fred Segal, New Balance is throwing a party to celebrate the West Coast release of the Sonic shoe (more info on that will be coming) at the store on May 13th as well.  Attached is the flyer invitation with RSVP info after the JUMP.

By Summer Durand

The formula behind leather goods company, BillyKirk, is simple yet effective: utility, quality, and Function. Conceptualized in 1998 by brothers Chris Bray and William Kirkland, the pair’s original muse was a wide strapped, leather watch that was made in the 1970s. Bought at a pawn shop in Santa Monica, California, the timepiece became the topic of many a conversation, and the light bulb went off. With a background in design and an innate desire to create a company called “Billykirk” (a play on William Kirkland’s full name), the luxury leather project was well on its way.

The beginning of Billykirk was well researched and humble. According to their website’s bio, “We worked under a third generation leather maker in Los Angeles for three years.  We eventually bought some of his antique machinery and opened our own studio a couple of miles away. It was like going back to the early 1900s. Our mentor was very understanding and a great teacher. He literally showed us how to put a rivet on a belt. We had this incredible space to go to each day for free! We were surrounded by all of his grandfather’s tools and machines and had nothing stopping us for exploring and creating. We owe him a lot.”

Fast forward to today. The Billykirk label now consists of belts, wallets, satchels and housewares. Utilizing domestic as well as Italian leathers, each product is vegetable dyed in the “tradition of the old west.” It is then hand treated with beeswax and natural oils to achieve a beautiful patina that develops over time. Much like a fine wine, the product becomes better with age.
Originally designed as unisex, the brand began attracting a predominantly male audience. However, they recently started working with J.Crew on a women’s-only collection named (appropriately) “Billykirk for J.Crew. The brothers are also anticipating a project with Opening Ceremony that will offer looks for both men and women. In addition, they’ll soon create a line of eco-friendly leather items.

Von Zipper is going high end and retro with the release of their Lucre by Von Zipper Collezione. Rumored to be the last collection ever to be designed by the great Otto Von Zipper, the Lucre collection is only available at VZ’s high end retailers like Goods, Fred Segal the Closet and Villians. For the full story as well as looks at the other four styles go here http://www.lucre.vonzipper.com/.