Shirts that never stain

A new company called Vardama has created a fabric that repels all spills. Red wine, coffee any liquid will roll right off the fabric.

Equa-tek, as the fabric is called, involves attaching nano fibers to raw cotton before it is spun into yarn and it ends up feeling almost as soft as regular cotton. Unlike Teflon and scotch guard the liquid repellents are woven into the material rather then applied.

Currently the line consists of shirts, ties and suits but there is no reason this technology cannot be incorporated into all kinds of clothing, especially childrenswear.

The shirts are $125-135, ties $85 and suits $695 for a basic navy to $1,800 for a tux.

The shirts can be machine washed or dry cleaned.

Look for an expansion into womenswear, workwear and more in the near future.

Abs No More! Abercrombie & Fitch Ditching sexual marketing tactics

A&F, the once golden teen retailer is rolling out a new set of company policies that are dialing back on the sex appeal in favor of friendlier, more approachable marketing. This includes no longer featuring shirtless models at store openings and events, on their bags or any marketing materials throughout the company. The only place a shirtless dude will get featured is on their fragrance, Fierce.

The stores will also turn up the dimmer and tone down the high level of scents that are piped throughout. The sales associates, once dubbed models, will now be known as "brand representatives" .

They have pledged to be"more inclusive and diverse" in their hiring and dress code.  It's replacing it's "look policy" with a new dress code allowing employees to be more individualistic. Close toe shoes and nail Polish will now be allowed, as just a few changes.

These changes will all be in motion by July. The question is what will be their new identity?

Lost's Relaunched Women's Line Hits the Floor

Lost announced last year that they werr relaunching their women's collection in Spring 15. Well, it has finally hit the floor and is receiving a positive reaction from specialty stores. However, the line is only available in these specialty stores right now and not online. 

“The …LOST woman is a gypsy by nature. Her spirit embodies the modern nomad with a passion for living and wanderlust. I wanted to provide her with pieces that are fashion driven but effortlessly integrate into her active lifestyle,” said …LOST Head Designer Rachel Anne Rainwater.

The spring 2015 collection is inspired by the love of the sea and the bohemian spirit. You can see this, with pieces throughout the line being a one-of-kind or handmade print. The vibe that the line is trying to put out is to take our traditional LOST surfer girl and transition her from the beach to the street. 

Havaianas men's sandals now available in Macy's Florida

Macy's and Havaianas have teamed up in Florida. They have carried women's Havaianas for many seasons and over the summer have now added men's hanging Havaianas in the Young Men's action sports section.  They range in price from $14-35.  They are made with a PVC upper and rubber sole.

Neffs Collaboration with Disney

Neff tshirts, smartly, has collaborated with Disney on Mickey and Minney tees of their own kind.  They range from $20-$30 and can be found at Macy's.  They are located in the action sports section.

Ralph Lauren opens 1st NYC restaurant

Ralph Lauren opened the Polo Bar in January around the corner from his iconic flagship store on 55th St in midtown Manhattan, this past January. The Polo Bar offers a casual yet refined setting for food and drink. The equestrian inspired decor pays homeage to the distinguished sporting lifestyle synonymous with the RL brand. The menu is American cuisine inspired by Ralph's personal favorites. To drink there are a number of classic cocktails and a diverse selection if wines. The waitstaff is outfitted in custom RL clothing and shoes. 

The Polo Bar is Lauren's 3rd restaurant, joing RL, which opened in Chicago in 1999 and Ralph's, opened in Paris in 2010. So far the restaurant has been widely received.

Saturdays Surf NYC

Saturdays Surf opened their doors in Soho in 2009.  Co-founders Colon Tunstall, Josh Rosen and Morgan Collett were determined to create a lifestyle brand that incorporated surfing, living and working in New York City.  The company began selling boards and wetsuits while sourcing and selling books, fine art and other lifestyle accessories.  Today, the so called surf company creates, designs and produces their own menswear line which focuses on high-quality craftsmanship, authenticity and traditional styling.

www.saturdaysnyc.com