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The luxe T-shirt is taken to new places with the introduction of Alp-n-Rock, a tops line due out this fall from Encinitas, California, designer and former Swiss resident Susanne Reich. The designer borrows from the rich heritage of Alpine resorts such as Zermatt and Gstaad while injecting a bit of Sunset Strip rock ’n’ roll, hence the Alp-n-Rock moniker. But the collection of nine women’s and five men’s tops features earth-friendly characteristics, too. “We developed a two-ply fabric of 75% organic cotton and 25% re-cycled polyester that looks different on each side,” Reich said. That also makes the shirts reversible. The tops feature embroidery and hand-stitching details along with messages in German, Latin and other languages. Appliqués and patches feature the Swiss flag and the Alp-n-Rock logo.

Ten percent of all proceeds are donated to Room to Read, a charity that funds girls’ scholarships in developing countries. “The whole goal of the company is to be socially conscious. It’s our responsibility to do as much as possible,” Reich said.

The shirts are made in California and come in small and medium sizes for women and medium and large for men. Reich is aiming distribution toward boutiques. “We’re taking luxury and making it for real people. The company’s motto is ‘Live life on your own terms.’ The shirts are soft, and we hope they become something special to their owners,” Reich said.

For more information, call (858) 342-9482 or visit
www.alpnrock.com.

—Robert McAllister
California Apparel News

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Earth-Friendly Clothing Line: Susanne Reich came by the vision of her Alp-n-Rock clothing line honestly. As a business school graduate with experience working for a Swiss apparel company in her twenties, Reich formed the idea for her clothing company while she was hiking in the Swiss Alps. The mother of two self-financed the $120,000 startup capital necessary to create, develop and market her first collection of men’s and women’s reversible tops, made from organic cotton and recycled materials. In June, Reich launched the Encinitas-based Alp-n-Rock brand, with all garments made in Los Angeles from eco-friendly materials. “I wanted my company to have the mission of being Earth-friendly, provide jobs in America and give back to those in need around the world,” said Reich, who describes her pursuit as “social entrepreneurship.” Locally, the line has been picked up by Solana Beach-based retailer Camellia, and the brand is available at more than 35 retail outlets in the United States.

—Liz Wiedemann
San Diego Business Journal Staff