BEVERLY HILLS (CBSLA.com) — A British designer of a luxury sweatshirt that costs $95 says it will last its wearer three decades.
"We are selling a quality sweatshirt that you might find on Rodeo Drive or Fifth Avenue or Bond Street, but we're selling it direct to the consumer without any retail markups," said Tom Cridland, who has dubbed it the 30 year sweatshirt on his website. "So, you're getting a sweatshirt that would usually retail for about $300 for $95."
Cridland runs the clothing line with his girlfriend. The models featured on his website include his brother and his best friend.
The 25-year-old started the sustainable fashion company two years ago with a $9,000 government loan.
The environmentally friendly line also includes jackets, T-shirts, and pants in an array of colors.
Among his fans are Eco-conscious celebrities.
"We've had the honor of making clothing for people like Leonardo DiCaprio, Daniel Craig," said Cridland. "To have Jeremy Piven who plays Ari Gold in 'Entourage' wearing some of our pants is a huge honor."
The 30-year sweatshirt also comes with a 30-year guarantee. If it shows any wear and tear or gets a hole in it, they'll either fix it or send the consumer a new one.
"Ultimately, we've had one sweatshirt sent back to us out of 7,000 because somebody put it in a wash at a temperature that was far too high," he said.
Cridland says he only uses the highest quality fabrics.
Production is in Portugal and moving to Italy and all the seams are double-stitched by hand by what he calls "world-class seamstresses."
He has yet to hire a PR team and remains humble about all the attention his line is receiving.
"If we get conceited at any point, the whole thing is going to crash and burn," he said. "We've just got to keep working hard and keep our feet firmly on the ground."
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