Festival King Henry Viens Drops New Clothing Brand THE ERA Ahead of Coachella

Offering men’s and women’s sustainable luxe items.

Fashion
2,969 Hypes 1 Comments

With festival season gaining traction for Spring/Summer 2022, Coachella routinely stands out as the premier desert event for style moments to be made. And a king of the California festival scene, Henry Viens, has launched THE ERA as a new ready-to-wear offering for festival-goers to create a sustainable fashion statement.

For its SS22 debut, THE ERA’s collection features men’s and women’s items presented in a relaxed and playful way, with a sustainable approach to luxury. The brand has an assortment of short sleeve and long sleeve T-shirts, hoodies, sweatshirts, sweatpants, and vibrant colors, including red, yellow, ombré purple and ombré pink.

Bleeding heart motifs and vintage-inspired concert tees also appear in the Los Angeles-based brand’s lineup. A collection standout includes the “Palm Springs Tennis Club” crewneck sweatshirt, which is an homage to Viens and his years of experience working on the festival scene. Additionally, the brand uses eco-friendly premium fabrics and raw materials and repurposes excess fabric production – including them in new development samples and a triple-washed and individually hand-distressed “aging” process.

Noticing the opportunity for his brand to be an integral part of the festival style movement, Viens – the Chief Brand Officer for THE ERA – says, “I believe Coachella fashion has garnered such international attention because it’s not just about the festival, it’s about what you’re going to wear to the parties surrounding the festival. And Brent Bolthouse’s Neon Carnival was the first activation outside of the festival that really drove A-list talent up for the event because I always remember people speaking about what they were going to wear to Neon.”

“When overseeing the design for THE ERA, I really wanted to make sure that diversity played a key role in the process and that there was something for everyone in the line. In addition to sustainability, music and its culture have always been something that inspired me, and I really credit my mentors, Brent Bolthouse and Jen Rosero, whose guidance not only helped me hone my own business and creative skills but allowed me to step up to building this brand,” he adds.

Before developing his fashion ideas for THE ERA, Viens was an integral team member of Bolthouse Productions and worked in the music, celebrity endorsements and commercial divisions at William Morris Endeavor (WME, IMG). Celebrities and influencers currently wear his burgeoning brand, including Lucas Castellani, Jessie Murph and Travis Mills.

More information about THE ERA and its debut collection – along with item prices and the upcoming collaboration with male supermodel Shaun Ross – can be found on the brand’s website.

In other fashion news, Tyga and MSCHF will release the collaborative “Wavy Baby” sneaker.

Read Full Article

What to Read Next

Everything Dropping at Palace This Week
Fashion

Everything Dropping at Palace This Week

Introducing the “Palace Goats.”

Stepney Workers Club Heads to the Snooker Hall for SS22
Footwear

Stepney Workers Club Heads to the Snooker Hall for SS22

Featuring new takes on the S-Strike and Shroom Hands silhouettes.

Staple's Crocs Sidewalk Luxe Classic Clog Is Fit for the Concrete Jungle
Footwear

Staple's Crocs Sidewalk Luxe Classic Clog Is Fit for the Concrete Jungle

Featuring pigeon, chewing gum, sewer alligator and mice Jibbitzs.

Elon Musk Has Declined Offer To Join Twitter's Board
Tech & Gadgets

Elon Musk Has Declined Offer To Join Twitter's Board

Confirmed by Twitter’s CEO Parag Agrawal.

Take a First Look at the Joe Freshgoods x New Balance 2002R "Conversations Amongst Us"
Footwear

Take a First Look at the Joe Freshgoods x New Balance 2002R "Conversations Amongst Us"

Dropping alongside a pair of 550s.


New Nike Blue Ribbon SB Is Inspired by the Cortez Silhouette
Footwear

New Nike Blue Ribbon SB Is Inspired by the Cortez Silhouette

Coming later this year.

A 2003-04 LeBron James Signed Rookie Patch Card Auctions for Over $1 Million USD
Gaming

A 2003-04 LeBron James Signed Rookie Patch Card Auctions for Over $1 Million USD

Graded a GEM MINT 9.5 by BGS.

'The Simpsons' Premieres First Episode Featuring American Sign Language and Deaf Voice Actor
Entertainment

'The Simpsons' Premieres First Episode Featuring American Sign Language and Deaf Voice Actor

Deaf actor John Autry II guest starred as Monk, the son of Lisa’s late saxophone mentor.

Apple's iOS 16 Rumored to Feature Better Notifications and Enhanced Health Tracking
Tech & Gadgets

Apple's iOS 16 Rumored to Feature Better Notifications and Enhanced Health Tracking

But there won’t be any radical change in user interface.

On Adds Extra Cushioning and Support to the Cloudrunner
Footwear

On Adds Extra Cushioning and Support to the Cloudrunner

Featuring new support zones, extra breathability and a new CloudTec construction.

More ▾
 
We got you covered. Don’t miss out on the latest news by signing up for our newsletters.

By subscribing, you agree to our Terms of Use and Privacy Policy.