This budding designer's eccentric creations break the rules
On July 01, 2008

BY CARLEY DRYDEN >STAFF WRITER

Evey Rothstein smiles shyly as she's directed around clothing racks. It's her first photo shoot and she's a little flustered.

"I'm used to being behind the scenes," she says, her porcelain cheeks turning a rosy pink. "I'm new to the whole photo thing."

The budding Los Angeles fashion designer, who in the industry goes by just her first name, shuffles across the hardwood floor of her living room in furry pink leg warmers, a pink hoodie, a black baby-doll top, a chunky glass-bead necklace and thick-rim black glasses.

Evey's clothing: hard to miss. Evey herself: sweet, soft-spoken, constantly smiling - with a girl-next-door air about her.

Until you discover this girl wore pillowcases as skirts to school.

"I hate rules," she says. "They made us wear a skirt every day so I would wear pants with five skirts on top or a duct-tape skirt. I was on the swim team, so sometimes I would go to school with just a towel around my waist."

Evey's eccentric creations sparked a successful high-school business. Friends brought old pillowcases or neckties for her to turn into purses.

Throughout high school and college, she worked at clothing factories in downtown L.A. and Vernon. Soon after graduating from UCLA in 2004, she had her first fashion show, at a dive bar in Marina del Rey.

Evey's current obsession with Japanese street culture and Harajuku girls is demonstrated in the leg warmers, miniskirts, tank tops and hoodies in her current line, which she calls "Rebellion Is Sweet." Other inspirations for her clothing lines include My Little Pony, RainbowBrite, Kid Robot and indie, punk and emo bands such as the Shins, Postal Service and the Get Up Kids.

Her clothes are for edgy girls who still want to be girly, she says.

She's the wardrobe stylist for Fuel TV and the Vans Warped Tour. She also has designed outfits for the video game "World of Warcraft" (for the character Tyri), as well as for pro skaters, snowboarders, long board surfers and for indie, punk and rock music videos.

Yet teeny-boppers make up a significant portion of her fan base.

"Girl bands trying to be Hannah Montana are wearing my clothes," she says, giggling.

Her appearance confirms the anomaly that is Evey. Her forehead is covered with traditional, blunt china doll bangs. The rest of her chocolate mane is tossed up in a messy bun with hints of light pink highlights teasing to her playful style. The cheeks of the rebellious 20-something are constantly flushed.

"There's nothing I hate except conformity," she says. "I give a person props for wearing something that stands out. There are a lot of celebs with stylists and the clothes don't fit their personality. Just because it's cool and out there, doesn't mean you should wear it."

Though her goal is to open stores in L.A., New York's East Village, Chicago and Japan, right now she is busy filling all of the orders she gets online. She asserts that she's the model of a starving artist.

"All my money goes into my business," she says.

And that's how she likes it.

"I don't ever want to sell out," Evey says. "I don't want to be owned. I never want to let it get so big that I'm manufacturing overseas and I don't know what's going on at the factories.

Her experience working in downtown factories raised her awareness of poor working conditions and child labor.

"I'd rather be smaller and less successful than be unethical," she says. "But you can do both. You can be successful and ethical and knowledgeable about your business."

Carly Dryden (310) 540-5511, Ext. 417

Evey Fashion Show
Jan. 17@ The Bungalow Club

By Erica Carter

Cyndi Lauper said it best in 1989: "Girls Just Want to Have Fun!" It doesn't matter if it's getting a pedicure fun, going to the movies fun or just outright shopping fun.

Personally, shopping fun is No. 1 on my list, and emerging designer Evey Rothstein's whimsical digs are a great find. Ms. Rothstein started out strong styling wardrobe for various music videos and short films, but one of her most recognizable works is the character Tyrygosa (Tyri) from the video game "World of Warcraft."

Now Rothstein has added clothing designer to her resume with her debut clothing line, Evey. Her much anticipated fashion show was held Jan. 17 and transformed the Bungalow Club into something out of a vivid fairy tale. Gingerbread houses, candy canes and sweet-tooth beverages all contributed to the festive event.

Evey draws from all things sweet: lollipops, Candy Land inspired themes, ballerinas and pink ? lots of pink. If you're a fan of Japanese street sub-culture like the Ganguro girls you come across in Tokyo, Evey is right up your alley.

From colorful tulle Fairy ($125) and Princess ($68) skirts, Button Leg Warmers ($68) to vibrant Daisy & Heart Hair Clips, Evey has everything an adult can want to channel their inner kid. In Evey's own words: "Suicide Girls meets Rainbow Brite, in a Japanese wonderland."

For more information, visit www.eveyclothing.com or www.myspace.com/eveyclothing.

Evey Clothing Fashion Launch Party
By Cindy Kitagawa

On a cold Thursday night in January I made my way over to Hollywood, to the Bungalow Club, to attend a fashion show and launch party for Evey Clothing.

In the press release, which I received upon entrance, Evey clothing was described as "Suicide Girls meets Rainbow Brite in a Japanese Wonderland." In simpler terms described as punk-rock chic. Although I was unsure of what to expect, I knew from this description and the young and excited crowd that this was not going to be your mothers' fashion show. The show (which started about 30 minutes late) was decorated to look like a Candy Wonderland. The outdoor runway was set up at the entrance of a fairytale castle covered in tulle and candy. As the show began each model made her way down from the Castle door onto the runway. The show exploded in a sea of colors, which included shockingly bright yellows, purples and pinks. This is a color trend that is on most designers runways this spring season. The girls came out in ruffled trimmed, ribbed tank tops and tulle ballet style skirts, all in just slightly different styles and colors. The models were given a complete look from head to toe, with bright, futuristic make-up, pink, & blue colored hair and glitter covered converse. Evey sent each model down with tons of her own hand-made accessories. The accessories were fun and playful and ranged from rainbow and heart beaded necklaces to Swarovski jeweled flower hair clips. The jewelry is reminiscent of the candy necklaces you use to buy when you were a kid. Everything is bright and colorful with a child-like flavor. The show itself, unfortunately, did not show Evey's versatile line, which I only got to see in her catalogue. Evey's catalogue and website shows more wearable pieces, like a chenille lined leopard hoodie, lace trimmed t-shirts, baby doll dresses and my favorite; an argyle print tank that can be worn as a mini dress. As Evey came to take her final bow in one of her own hoodies, it left me wishing I could have seen more. Each look that came down the runway was repetitive of its prior look and although the ruffled trimmed tank tops are wearable the skirts are definitely questionable. I'm sure there is a market for bright colored tulle ballet skirts but every-day wear it's not. (Then again it's possible I'm just an old fogy)

Evey Rothstein, designer of Evey Clothing, is an LA based designer who not only creates clothes and accessories, but has also worked as a wardrobe stylist for various indie music artists as well as major action sports stars for Fuel TV. Her line is definitely for an edgy, younger market and although unique, it is hard not to think of one famous pop stars' Harajuku line when looking at all her pieces. It actually makes sense, as Evey's inspiration is the underground punk scenes of Tokyo and Hollywood.

At the end of the night, as I took my tired old lady self home, I knew one thing was certain, Evey has created a line of fun and whimsical street wear and accessories that are not only girly sweet but edgy and rebellious. There seems to be a sense of innocence and danger to Evey's style, yet it's always playful. And although I probably can't get away with wearing a purple tulle ballet skirt to the office, I think there is a whole new young, trend-setting generation that would rock it!

You can see more of Evey's clothing and accessories on her website at eveyclothing.com.

Sorry I haven't written in so long! So much is going on! I applied and got accepted to take the line on Warped Tour this summer! So I'll have a booth at all the West Coast dates, with my beautiful, extremely cool models: Zui and Lana. Possibly also Betsy Oslund! I'm so looking forward to this! Zui, Lana and I have a shoot this weekend with Tim Sayer in North Carolina! Well be using the photos for our Warped Tour posters which you will be able to see very soon.

Other than that, I recently moved to a new studio which is way cool. I've been getting so many orders on leg warmers and tutus... A band called the G-Girlz just wore my clothes in their music video last week! And I'm doing wardrobe for a film this coming week in LA.
Lots of fun stuff, just in the works designing the line that I'll be selling at Warped Tour this summer! You have to come visit me there! I'll write more soon.

xoxo,
Evey

I just got back from an awesome week in Vegas for MAGIC where I unveiled my new "Doll Fight" Collection at POOL, in the CharmSchool Showroom.
This week has been unbelievable. After three straight days of no sleep, creating new samples, and doing a photo shoot with Betsy Oslund, Stefanie Greequist and Channon Finley, I drove out to Vegas Monday morning to set up my booth at the tradeshow. The booth looked so cute. I hung pink tool along the back wall, with sequins and giant plastic crystals along the top. I made some really neat giant lollipops that I glued all over the back wall, and displayed my manican (with her new pink head of hair made out of ribbons, bows, necklaces, tool and crystals!) in some of my new clothing and accessories. My beautiful friend Channon Finley came with me to model the clothes and she looked so adorable. I cant wait to post pictures up from the show.

I felt so lucky to have Brian, Josh, Brittany and Channon there to help me out... we had a great time, and met alot of really creative people. Flaunt Magazine, Skope, and quite a few Japanese magazines were stoked about Channon in the new clothes and took pictures for their next months editions.

Im sooo tired, today I decided Im going to do NOTHING but relax. I have an interview lined up with Vlaze TV on Tuesday, and another with LA.Com later this week.

Ill write more later.

xoxo,
Evey

The launch party Thursday night was sooooooo much fun! It was at the Bungalow Club on Melrose, and with the help of the most talented girl in the world : set designer Adrianna Mc Elwain, we turned the venue into "candy land"! There were giant pink lollipops and gingerbread houses everywhere, and an adorable candy castle with pink crystals and lace all over it!
The bar served all kinds of candy drinks ie: lemon drops, chocolate martinis, the gummy bear and bazook joe's!

We had 12 of the hottest, most adorable models on the planet! Zui, Andrea Plell, Anita K, Ashlee Lauren, Channon Finley, Erny Suicide, Janet, Kolbi Jean, Lana Jade, MayStar, Mitsuko, and Tristyn!

I dressed them all in bright candy colored tulle skirts, ruffly baby doll tops, and necklaces and hair jewelry made out of all kinds of candy! gum drops, starburst, gummy bears, licorice, and jelly beans!!!

The most fabulous hair stylists came out from Salon Platinum, and my personal beautiful hair stylist Amy Hately (who does my extensions) came out and rocked it. Makeup artists were amazing! They covered the girls faces in crystals and sprinkles and lots and lots of glitter!

My two favorite girls: Michelle and Miranda were dolled up as "candy girls", handing out giftbags filled with presents from Hard Candy, Aromaleigh Rocks! Sugar Cosmetics and Sweet Lucindas!!!

The fashion show started at 8pm, my amazing friends Shaggy and Aaron directed the show, and the girls all strut down the catwalk with their glittering shoes by: Meshugies!

DJ Groundfloor played the best music, and after the show there were photo shoots with Finger's Crossed!!! I cant wait to get those pictures!!!

There was a great turnout! I saw so many people I hadnt seen in ages, and met alot of great people at the show! I love everyone so much who helped out and who made it out to party!!!-- special thanks to Josh, Brian, Becca, Kelly, Anthony, Mariksa, Roz, Jerry, Bubbie, Joe, Anita, Rose, Allie, Ginger, and Craig!!!

I just uploaded a bunch of pictures from the show on my myspace page: www.myspace.com/eveyclothing

Anyway, I have alot of work to do tonight! Ill write more soon!!!

xoxo,
♥ evey ♥

The website is up, and our launch party is tonight! I'm so excited! Lots to do...I'll write again after the show and tell you how it went. : )

♥ Evey ♥