Heatherette
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Heatherette is the alias for the designing duo run by Traver Rains and Richie Rich. Located in New York City, this fashion company owes its roots to the designers' culture life as the "Club Kids," who were notorious for wearing clothes and acting in a way that was completely oblivious to society's judgments.
In late 1999, Richie and Traver began collaborating on t-shirts and leather goods as a hobby on their living room floor. Richie showed up at a party in one of his own customized leather tops and caught the attention of a buyer at the downtown store Patricia Field who ordered twenty of them on the spot. The exposure at Patricia Field led to an almost instant celebrity following. Rapper Foxy Brown personally asked Richie and Traver to design a custom outfit for her to wear to the MTV Video Music Awards. The word spread and soon Gwen Stefani was featured wearing one of their tops in Entertainment Weekly, Rich and Rains found themselves on tour with Aerosmith creating nightly wardrobe magic, and a young not-yet famous Paris Hilton was buying Heatherette creations off the rack as fast as the boys could make them. Patricia Field asked Richie and Traver to create one of their “Name” shirts for Sarah Jessica Parker's character (Carrie Bradshaw) on Sex and the City. The now famous Heatherette “Carrie” t-shirt was featured worldwide in HBO’s massive Sex and the City ad campaign.
Thanks to people like world renowned stylist Patti Wilson and superstar photographer David LaChapelle, Heatherette made a tremendous splash in the fashion industry very early on, receiving editorial credits in such magazines as Vanity Fair, W, Surface, Paper, YM, In Style, ID, Flaunt, Italian Vogue, and Rolling Stone.
Richie Rich and Traver Rains have created a lifestyle brand that cultivates the popstar in everyone. Glitter, sequins, and dreams have driven Heatherette every step of the way, transforming them from the downtown buzz brand to a respected player in the fashion industry. With eight New York and a multitude of international fashion shows, Richie and Traver have continually proven to be a powerful force in the fashion world. To quote Women’s Wear Daily, “All the kids — club and otherwise — can rest easy. Heatherette’s indefatigable designers, Richie Rich and Traver Rains, are here to stay.”
[edit] Trivia
Heatherette was featured on the third cycle of America's Next Top Model, as the designer for a fashion show the contestants were in. Particularly happy was contestant Norelle Van Herk, whose favorite designers are Richie Rich and Traver Rains. Heatherette was also featured on MTV's TV show Made and the movie My Super Ex-Girlfriend. An especially wild Heatherette fashion show, which featured Anna Nicole Smith and Boy George, is chronicled in the 2006 nonfiction book, Confessions from the Velvet Ropes by Glenn Belverio.
