How Gene Simmons Lasted a Year in Fashion Biz
Gene Simmons & partner Jason Dussault Apparel bow at anniversary
By Karen Ostlund
HOLLYWOOD, CA (Hollywood Today) 11/11/08 — There have always been fans that mimicked musician Gene Simmon’s leathers, platform boots and eye makeup, but you can’t really wear them out except to a KISS concert.
Yet his new line of “regular” clothing, if that term can be used with anything related to Simmons, has
Simmons & designer Jason Dussault excited as the pair celebrated their first anniversary of their Los Angeles store this Saturday November 8th.
Canadian Jason Dussault also nicknamed “Deuce” of Dussault Apparel and Gene Simmons launched their first Los Angeles store exactly a year ago while filming “Family Jewels”.
The store is located at 8010 Melrose and their only Westcoast store besides the Kustom retailer in New York’s Financial district.
Their first two clothing lines, Dussault Apparel and Moneybag were earlier available over the internet and at the Vancouver flagship store Deuce.
The concept of the store is “Dussault Apparel Motel” and the setup is a hotellobby at the checkout counter.
The Motel store sells street garb — a ready-to-wear collection of high fashion hoodies, denim jeans, tops and exclusive luggage from their Moneybag label.
Dussault said “Gene Simmons and I started the Moneybag label in May 2007 but Gene owns the logo for over 25 years that he uses for his record company, book imprints and magazines”
The Moneybag Limited Edition products and Gene’s t-shirt line are truly one of a kind custom feel because every piece is hand painted and detailed.
The line has a touch of nostalgic inspired materials, each t-shirt is made of two separate colors of cotton,woven together-then bleached and hand dyed.
The garments are signed by Simmons himself and no shirts are exactly the same.
Before shipping the T-shirts are enzymed-washed to soften and appliqued with embroidery.
For Spring 2009 fashion the designer team decided to debut a new line called “Trashed” denim at Phoenix fashion week in October earlier this year. The “Trashed line” later continued its launch in New York and was presented at a special event sponsored by Pave’liquer at Kustom retail store during the fashionweek here in LA .
Gene and Jason make people understand that “Each piece of “Trashed” denim is hand-sewn, hand-painted, dyed and washed thirteen times.
This process creates depth and layers and make them very unique to look at-just like 70’s rockstar”
Ten dollars of every 375$ Trashed jeans sold is donated to Canuck Place Children’s Charity and five dollars of other Dussault jeans line.
During the same New York launch Jason Dussault and jewerly designer Malcom Norman presented two pair of denim jeans embellished with a marquis rose gold wallet chain containing 1080 grams of 18K gold,colored diamonds and carat rubies.The jeans are worth a whopping 250.000$ each.
A prototype worth 10.000 $ was recreated in bronze with semi-precious stones during Phoenix fashionweek.
Dussault Apparel is best known as a young line of high end urban street wear.
The design has always been inspired by rockers, tattoo artists,rappers and 70’s fashion icons.
Vancouver based Jason Dussault says he wanted to “create a line that blends a sense of nostalgia with promises of a better future”.
He likes material like Chinese silk linings and ornate patchwork on the one of a kind hoodies-which are sold hand painted and embellished with tattoo inspired embroidery.
The women he likes in curve hugging jeans-skinny cigarette style in colors grey, black and blue.
The men in rockabilly style jeans with wider legs in red,white and blue selvege.
The Bloodline Design is the name of the jewerly line at the Dussault Motel and the result of the very first collaboration with jewerlydesigner Norman.
All jewerly are handmade and manufactured in sterling,gold and bronze. The pieces are inspired by the 70’s rock era and featured in fleur bucklets,demon rings,skull bracelets and razorblade necklaces. Bloodline’s jewerly has been seen in films like Fantastic 4,X-Men 3 and Cat Woman.
His latest design is featured in Nickelback’s European tour and on magician Criss Angel for his “Believe” show .Even Marah Carey has carried special manufactured Bloodline design on stage.
Since last year Dussault Apparel has unveiled a program to become a carbon neutral company, and has chosen Carbonfund.org as its partner.They want to promote environmental awareness about global warming and announce the creation of the carbon conscience program.
The first step taken by the company has been to determine its associated carbon dioxide emission footprint and its annual energy usage.
Dussault Apparel is willing to continue make donations to carbonfund.org and to help completely stop its carbon footprint to zero.
A unisex silver ring has been created for the cause and featuring the word “carbon” engraved on the outside.
VP Corporate Communicator Tina Baird announced during the first ear of opening there is plans to open up a Dussault Motel in New York and Tokio in the near future.