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Mercedes-Benz Owns Fashion Week

by Tamara on February 17, 2010

in AUTO NEWS, FEATURED, Mercedes-Benz, New York City, fashion, luxury cars

courtesy: Mercedes-Benz

The first brand the fashion industry types came across was not Halston, Rodarte or Marc Jacobs. That distinction belonged to the event’s title sponsor whose logo was plastered on closeups cutaway shots at Bryant Park. It was Fall 2010 Mercedes-Benz Fashion Week, the last season for the Bryant Park Tents. At the overcrowded tents, the traffic-stopping Mercedes-Benz SLS AMG and Mercedes-Benz E-Cabriolet managed to cut a sharp figure.  For those who wandered close enough to take a peek, product specialists were on hand to provide details about both cars’ nifty features, which go on sale later this year, as they waited to be harangued into the show of the hour at the 2010 Mercedes-Benz Fall Fashion Week.

The view from Mercedes-Benz seats at Tadashi Shoji, Feb. 15, 2010

While some would argue that fashionable women and men could care less about cars, it’s undeniable that the title sponsor adds to the ambiance — hinting at a world where the finer things in life are indeed still a possibility. As the dirge of shows commenced,  details were being finalized for the automaker to expand their roll even further when the New York Fashion Week moves permanently to Lincoln Center in September for Spring Fashion Week 2011. “The important piece is to relate the brand to the style, the quality and the craftsmanship of Fashion Week,” said Lisa Holladay, Manager, Brand Experience Marketing at Mercedes-Benz USA, who has overseen the German automaker’s relationship since signing on for sponsorship in 2008. “We’re in discussion over a multiple year contract. It’s a very important platform for us and we planning to grow that on a more meaningful level. Lincoln Center will be great because of the fact that we have big sexy cars to move, and it makes it easier for us to actually drive the cars.”

Eric Villency, Manager of Brand Experience Marketing Lisa Holladay, and Adam Paige of Mercedes-Benz attend Fashion Week Spring 2010 presented by Mercedes-Benz at Bryant Park on September 12, 2009 in New York City. (Photo by Michael Buckner/Getty Images for Mercedes-Benz)

The fashion industry, faced with cost-cutting measures, is particularly reliant on sponsor dollars and the Mercedes-Benz Presents Designer program (featuring past pairings with Yigal Azrouël, Chado Ralph Rucci, Badgley Mischka, Diane Von Furstenberg, 3.1 phillip lim, Michael Kors, Tommy Hilfiger and  Narciso Rodriguez) carries a certain amount of cache. This season, the program centered on the pairing of Rodarte and Alexander Wang’s collections with photographer Nick Knight’s SHOWStudio — a well-placed tie-in for an automaker that strives to highlight its technical prowess.


During Fashion Week, Mercedes found clever ways to connect with prospective customers through invite-only online groups such as  Generation Benz. Selected members were invited to Bryant Park to witness the action up close from the vantage point of the Mercedes-Benz backstage lounge. “Mercedes-Benz owners put an importance on fashion. Fashion indexes high with current consumers and prospects,” Holladay said. Wedged between the IMG and W Hotel lounges,  celebrities, newscasters, fashion editors and a designer or two wandered in and out  of the lounge for a cocktail and to plop down on the fluffy white sofas. There was  a bit of tittering when someone new strode through the door as the guests nonchalantly whispered among themselves, “What show is he on? Oh, I don’t watch Gossip Girl.”

More Fashion on Gotryke:

Karl Lagerfeld x Les Ateliers Ruby helmet

More Mercedes-Benz Fashion Week:

Mercedes-Benz Fashion Week Spring 2010

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Gotryke Gift Guide To Go

by Tamara on December 13, 2009

in Corvette, Shopping, art, books, fashion

Road trips are sorted. Flights are booked. Reservations are made. But if the non-stop hustle has affected your gift buying procedure here are some eclectic options that might make your stocking list.

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The Quiet Life has a certain appeal. It helps that all orders over $100.00 will receive a free QL Day Bag ( $40.00 value. )

The 12 new t-shirts are catchy — two of which are designed by Mark Owens. A new Good Cause Charity shirt by Evan Hecox is also notable. The patched sweater by Todd St. John is fetching along with stocking caps, hats, bag and a ping pong paddle case.

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We’re obsessed with the C1962 Ford wares produced by the font-minded geniuses at House Industries. The T-shirts come in these replica cans – perfect for the automotive-minded consumer.

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If you had a better year than the rest of us go big for your favorite Corvette enthusiast.ProTeam Corvette is hositng a popular Year End Sale until December 31st, 2009 with ProTeam featuring Bloomington and/or NCRS certified Corvettes.

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If you’re Go Green Gotryke, we recommend Pommery Pop Earth Champagne for your gift bags. POP Earth NV is a blend of 70% Pinot Noir, 20% Chardonnay and 10% Pinot Meunier making for a distinctive Brut style Champagne. But Pop does it the eco-way. The bottle is made of lighter glass (1.85lbs) than conventional champagne bottles (2lbs), which in turn reduces pollution and energy costs during shipping. The bottle features a label made from recycled materials and is printed with water soluble inks. Pommery is not new to the greenscape, they have been practicing sustainable wine-growing, managing waste and limiting water and energy consumption for over a decade.

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Your home will sound as good as your new Jag, while almost with the new Bowers & Wilkins Zeppelin Mini acquires ann audio signal from a docked iPod or iPhone in pure digital form, performing the critical digital-to-analog conversion onboard using, audiophile-grade circuitry. A mini-USB port on the back of the Zeppelin Mini permits program material from outboard sources, such as desktop or laptop Macs or PCs, to stream content to the Bower & Wilkins system for musical playback. There’s also an analog-audio AUX input that allows the Zeppelin Mini with older gear.

Miss Feeney Candy Cane Crimson Tie Peek A Boo

Miss Feeney’s ties are perfect for the naughty rat-rod driver, or the kind of guy who adds a little pizazz to his wardrobe.

With the Mad Men craze placing a focus on 1950’s advertising, one of our favorite writers Phil Patton’s 100 Years of Automotive Ads has definite culture cache.

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The Dude wore The Big Lebowski bowling shirt and so can your ’60s throwback. The shirt features the 1964-1965 League Champion patch from the American Bowling Congress. “Art” is embroidered above the chest pocket and team sponsor “Medina Sod” is printed across the back. $36 from www.80stees.com

Our muscle car devotee, Lee Quinones is hoping to score a copy of Motion Performance: Tales of a Muscle Car Builder. Pure car geek — we love it.

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The power of pets to lift the human spirit continually fascinates me — and this book will tug on their heartstrings as much as a trotting new puppy. Monica Holloway write about her golden retriever Cowboy and her son who was only three years old when he was diagnosed with Autism Spectrum Disorder.” Cowboy was more than a pet; she was the bridge between himself and the rest of the world. Cowboy’s very presence in his life empowered Wills to take risks, to engage and socialize, to establish meaningful and intimate connections with the world around him.” When Cowboy takes ill, keep the tissues handy.

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For the reader in the crowd, buy Colin McCann’s book prize winning feat Let the Great World Spin and dazzle your book worm with literary perfection. We can’t say enough about 1001 Children’s Books to You Read Before You Grow Up. Check our book review section for more words for fodder.

If you’re opting for benevolent gift option, former Universal/Motown Records music executive Shanti Das has an interesting initiative that is accepting donations. With May WE Rest in Peace, Das has raised $20,000 to cover 20 burials in Detroit, with support from Busta Rhymes, Akon and the Kid Rock Foundation in the name of Detroit Clothing Company. Das wanted to provide burials for the unclaimed 67 bodies lying in the Detroit morgue, after viewing a CNN report. To make donations, visit www.maywerestinpeace.org,

For more gift background on Gotryke:
House Industries C1932
Phil Patton’s 100 Years of Automotive Ads
1001 Children’s Book to Read Before You Grow Up

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Karl Lagerfeld x Les Ateliers Ruby helmet-cover: Chic cycling

by Tamara on November 28, 2009

in DESIGN, FEATURED, art, bike, fashion

Karl Lagerfeld collection, courtesy New York Magazine

Karl Lagerfeld collection, courtesy New York Magazine


Karl Lagerfeld likes to be the leader of the pack. In recent years, the eco-friendly and economical scooter has seen a surge in sales, with women helming Vespas for their daily commute. Just in time, Lagerfeld unveils his Les Ateliers Ruby couture helmets for $1,805 to $6,837 that are now available at Colette and certain other boutiques, upping the ante on the bespoke helmet with gems to kickstand.

Pavillon Eley Kishimoto Helmet

Pavillon Eley Kishimoto Helmet


The Lagerfeld line is an extension of Les Ateliers Ruby’s limited edition designer collection. Helmed by Jerome Coste, whose motorcycle helmets are made from extremely light-weight durable carbon fiber that’s all the rage on race cars, the Parisian company takes the helmet game seriously.

Coste studied at the Ecole Estienne Arts Des Arts Applique in Paris and then went to work for a real deal American company in motor sports equipment JT Racing. He ventured forward to explore the look of the action sports culture launching the apparel line Hold Up in 1996. But eventually, he returned to helmets made popular in Japanese motorbikes, and joined the ranks of California designers like Troy Lee.

Yet, Coste is French, and the French have a knack for a certain approach to couture. When he founded Ruby in 2004, his original design was the Pavillion helmet, inspired by the medieval knight. His online shop allows customers to create a bespoke helmet with sumptuous materials using Nappa Lambskin borders, Metal emblema and with a screenshield covering the whole face. Each helmet comes with three visors in different tints.
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Lagerfeld is not the first designer partership. He started with French graffiti artist Honet and then the duo Eley Kishomoto to create the Belverdere Helmet. His next line was the spunky creation with Martin Margiela.

Honet for Les Atelier Ruby

Honet for Les Atelier Ruby

Martin Margiela for Les Atelier Ruby

Martin Margiela for Les Atelier Ruby

Lagerfeld, however, is on a higher profile for Coste’s Programme Court Signature line, and is certainly the most opulent, covered in mink fur, pearl and iPod hookups.

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Sexy scoot, scoot, scoot!

Read more: Karl Lagerfeld’s ‘It’ Helmets Are Finally for Sale in Stores — The Cut http://nymag.com/daily/fashion/2009/11/karl_lagerfelds_it_helmets_are.html#ixzz0YD4drPRq

More helmets on Gotryke:

Helmets: the Safe Choice

More on Karl Lagerfeld Helmet Heads
Riding Pretty

Sassy Bella

NY Mag

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Mangue Banzima bikes in street style

by Tamara on November 24, 2009

in bike, fashion

for my site by michael july #2 031

Mangue Banzima transforms the average track bike into a style sensation with fresh, vibrant colors. “I’m able to change their looks as far as image simply because I love image and style,” he explains. An experienced rider, Banzima brings his knowledge of fashion to two wheels, with eye-catching customizations. “I personally call it street style riding. This is the reason why I make them unique just to express my image.”

The New Yorker, who has lived in Paris and West Africa, and has worked in the fashion industry for 15 years, helms Qui Inc, a full-service style consultancy that makes for a good look, with or without the helmet.

More bikes on Gotryke:
Wheelhouse

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Marcel Wanders on Target

by Tamara on November 6, 2009

in CULTURE, DESIGN, fashion

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Dutch Designer Marcel Wanders rose to international prominence with the introduction of the Knotted Chair in 1996, which he created for Droog Design. He has gone on to carve out a definitive reputation in design and interior among the name-brand designers of the era. His corporate collaborations are numerous, and include BeB Italia, Puma, Swarovski, Bisazza, Poliform, KLM Royal Dutch Airlines, Flos, Boffi, and Cappellini. It makes sense that Target joins that list, in time for holiday wares, with an extensive list products to keep people moving, or at least add a little pizazz to the ride along the way.

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Glancing through the look book, there’s something Wanders for every which way. By land.

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By air.

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By land.
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By car/sleigh.
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By home.

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More Design on Gotryke:
Sportmax x Formavision
Urban Park Lot

More on Marcel:
mocoloco
Fast Company
Future Blog
Target Addict

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Sportmax Commissions Sonic Remix Art in Motion

by Tamara on October 28, 2009

in SOUNDS, art, fashion

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Sound without words is a powerful medium for a message. In this case it happens to be a call to listen to culture.

Sound, motion and fashion meet in a cross-pollinated collaboration between the new collection from Sportmax, Sebastien Agneessens of Formavision and dancer Jodi Melnick on Nov. 12, built around a display of audio grandeur. “Each speaker corresponds to a specific instrument, and they all play together as an orchestra,” Agneessens explains.

This will be the second installment after the success of the first in a series of performances at the Sportmax store, which was built upon the music of Agneessens and Kyle Fischer, founder of End Up Records and former Rainer Maria guitarist.

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To create the intended effect for the performance, sound samples from indigenous cultures, such as descendants of slaves in the Mississippi Delta to Scottish tweed workers (provided by the Associate for Cultural Equity) are blended with contemporary tracks by artists Andrew Vladeck and Caithlin De Marrais under Seb Lyon and Fischer’s arrangements. The remixes are projected through six oblong speakers made of replicated zebrawood, which is an endangered species native to the Congo.

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Agneessens runs Formavision, a curatorial design studio that dreams up art projects for global brands such as Marithe Francois Girbaud. Agneessens is also French-born musician who has recently released a record as Seb Leon.

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In his upcoming follow up performance with dancer Melnick, two artists will interpret these themes of global culture and consciousness with the component of movement added. Melnick, a former Twyla Tharp company member, is a two-time Bessie winner whose work has been presented across New York City.

The third performance is scheduled for Agneessens and dancer/choreographer Andrea Miller of Gallim Dec. 10.
More on Seb Lyon/Fischer/Sportmax
New Yorker on the Town

More Art on Gotryke:
Reopening of Museum del Barrio
Vitamin 3-D
Gotryke’s Lee Quinones on the Wall

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DKNYMEN: See and smell the viral way

by Tamara on October 19, 2009

in fashion

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Attention aspiring filmmakers: Casting calls and director’s cuts are going right to the source – the catchy viral video. DKNYMEN and the social media brainiacs Brickfish have launched  the “DKNYMEN Director Challenge.”  The challenge, is for entrants to produce Web spots for the new men’s fragrance, DKNYMEN.

Spots will be judged based on the quality of imagery, soundtracks or original soundtracks that capture the essence of DKNYMEN. The Grand Prize video entry, selected by DKNY Fragrances from the top 100 highest scoring video entries, will have his or her video showcased on the DKNY Fragrances Web site.  The winner also gets a cash prize, a DKNY wardrobe and a DKNYMEN fragrance collection. The contest runs through November.

The onsite video strikes the tone – here’s one New York centric entry that’s leading the pack:

Another sign that ad agency production houses are losing their clout? Possibly.  The virus is spreading.

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Feet don’t fail: Spring’s Outrageous Shoes

by Tamara on October 12, 2009

in DESIGN, fashion

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Let us depart from discussions of carbon fiber and aluminum to another form of transporation — the well-heeled shoe. The discerning style site Refiney 29 captured the imagination with these looks, which walk the designing line.

Jump the line to find out what they have to say about the next platform in shoe conceptualization: [click to continue…]

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A Perfect 10: Backstage at Spring 2010 Mercedes-Benz Fashion Week

by Tamara on September 15, 2009

in FEATURED, Mercedes-Benz, fashion

IMG_2700Backstage at the Mercedes-Benz Star Lounge lived up to it’s name with full-fledged glamour on day six of Mercedes-Benz Fashion Week. Kelly Rowland, Desperate Housewives of NY, Mickey Rourke and Maxwell lounged just outside of the backstage dressing rooms — and that was hours before the coveted Narcisco Rodriguez collection debut.

To set the scene, picture this: Under subdued lighting, friends of MB and the fashion elite sip cocktails and soak up the interior design ambiance commissioned by Mercedes. While corporate in context, the atmosphere is relaxed and not advertorial. It’s the kind of room, a scenester may want to be on the scene and seen — but couldn’t get in with good looks alone. You got to know someone to get the proper wristband that changes frequently.

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Back stage is the real way to enjoy fashion week, sans the lines and attitude, in true Star comfort, with runway moments projected live on dual screens, and the occasional flourish of a celebrity’s grand entrance, publicist/stylist in tow. It’s all very hush-hush and exclusive — which is how Mercedes likes it. Here is an opportunity to observe what’s happening in fashion, without the hassle of circumstance to go alongside the pomp.

In good taste, we held off on paparazzi photography, but we can tell you that Ms. Rowland took notice of Tyson Beckford’s runway appearance, and mused over Kanye West’s controversial VMA outburst before she commented to E later in the day.

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Speaking of runways, we did that today too, as a guest of our host automaker/title sponsor. The Brian Reyes collection was our first stop. We sat next to up-and-coming Florida designer Laura Brodsky of Cross My Heart Couture and her partner (a Tampa area Mercedes-Benz dealer). Brodsky, a self taught atelier, makes romantic gothic creations. She was inspired by Brian Reyes 2010 and described his collection as “flirty and feminine” to her liking. The Brian Reyes collection featuring textured, cinch-waisted chartreuse dresses and high-waisted shorts paired with suggestive bustiers. The nostalgic quality was enhanced by a Motown backdrop as the Temptations “Get Ready” closed the show.

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Later in the afternoon, Max Azria pulled out all confident, cool stops with elegant nude and black slashed silky creation in his form-flowing collection. The Tunisian-born French visionary behind the haute-chic of bon chic bon in his BCBG line, reserves evening wear for his namesake collections.

Contrary to New York Magazine’s cheeky take Mickey Rourke, he eyeballed every design with genuine interest. We swear his draw dropped over the fabled chain dress along with Lucy Liu, who tossed back her long locks to get a closer look at the elaborate cuts of Max Azria evening wear with slits to boot. We drooled over this collection alongside Bliss Spa’s creative director, agreeing that Max Azria didn’t disappoint with his vision for 2010 — a decade in the making.

More Fashion Week bonanza:
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Mustang tracks: Owners get tattoos of devotion

by Tamara on September 14, 2009

in AUTO NEWS, DESIGN, FEATURED, Ford, Mustang, fashion

Ford Mustang man, 24-year-old Daniel Verlarde, longed for pony logo tattoo. What’s distinct about his high marks is that they were facilitated by Ford’s 10 Unleashed campaign, awarding 10 people an experience of choice. High Voltage Tattoo in LA did the work on Verlade. He customized his 2010 Ford Mustang, adding a whole level of individual to his modifications. Luis Lopez at M&M Autopart handled the (auto) body work. Skin tight.

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