Designer Christian Audigier Reinvents Basics

Designer Christian Audigier creates easy-to-wear staples with the launch of his new apparel brand, the same guy.(TM) The contemporary line offers classic pieces ranging from solids to one-of-a-kind washes and treatments. The same guy(TM) will debut at Project Las Vegas, February 16-18th, and at Coterie, February 21-23rd. The flagship store at 8335 Melrose Avenue in Los Angeles is slated to open February 2010.
The same guy(TM) reflects a minimalist design philosophy. Free of graphics and logos, the collection is inspired by the comfort and simplicity of vintage t-shirts which Audigier updates with a broad spectrum of fresh colors and new body styles.

The garments are treated with a variety of unique washes offering endless style possibilities. The combination of proprietary treatments and high-quality fabrics produces an exceptional feel. The same guy(TM) basics includes cotton tees and knits for men and women and retails between $32 and $92.
The same guy(TM) is a stylistic departure from Von Dutch(TM) and Ed Hardy®, two brands that Audigier successfully built into global fashion powerhouses. The same guy(TM) comes as the next widely anticipated step for Audigier.

“My new collection is like your favorite pair of jeans, you will want to live in these clothes,” Christian Audigier remarked. “I created the same guy(TM) for men and women who want to look and feel great, especially during these challenging economic times. Our price point makes great quality and style affordable for everyone.”

In addition to a rollout of 20 retail stores worldwide, the same guy(TM) is introducing a new retail platform with the ultimate shop-in-shop experience targeted for select, high-end retailers. The store-in-store design parallels the ambiance of the brand. The retail space is classic Americana and includes rustic elements of wood, iron and metal, with textures of suede and leather.

“This retail concept provides the ultimate shopping stage for everyone to truly experience the same guy(TM) lifestyle. It is industrial and comfortable, casual yet chic,” Audigier explained. “We are selecting the best retail partners for our shop-in-shop, visionaries who want to give their customers a truly unique shopping experience.” The same guy(TM) will be available at in March 2010.