Talk about inspiration. The location shoot for our Early Fall 2010 catalog took place in a very heavenly setting – San Carlos Borroméo de Carmelo Mission, one of California’s oldest Spanish missions. Founded in 1771, the seaside mission remains active to this day and is a place of unbelievable beauty and serenity. We always love shooting in California, but Carmel holds a special place in our hearts. The people are unbelievably accommodating and the unique architecture and lush landscaping in Carmel are truly breathtaking. In fact, the gorgeous earth tones reflected in the building and grounds of the Carmel Mission served as the design muse for our entire catalog!

Candy Friedli at the San Carlos Borroméo de Carmelo Mission

Our trip to Carmel also helped inspire the theme of this catalog, “Destination DownEast”. Just as a roadmap highlights the local attractions, our catalog pages point out fashion “points of interest” along the pathway to fall. Just look for the coral-colored asterisks – they mark some of the hot new fashion trends and “must have” looks, from fun, geometric prints and metallic thread scarves to retro argyle. This catalog is definitely a fashion primer for what’s new and now! 

The colors at the Carmel Mission also influenced the backdrop for our indoor studio shots. Our photographer had a huge piece of fabric that was treated with actual mud and earth! It was weathered and looked like it was from the 1770s. The muted neutrals and earth tones really helped to make our new fall colors and prints pop right off the page!

We brought in a few new faces for the Early Fall catalog. You’ll see in the studio shots that we feature a new model with Leanne, a lovely brunette named Amera. And on-location at the mission is Danielle, who is also our cover girl. For our DownEast Girl shoot, we had three adorable pint-sized models showing off our early fall styles. Sadie, on the right, has modeled for DownEast for the past two years. She’s joined here by Hannah (middle) and Sydney (left). These little ladies are naturals and really made our Girl line come to life!

From the stunning mission grounds to the vintage Porsche that appears in some of the shots, our new Early Fall catalog really corners the market on style and atmosphere. Not to mention, we were very fortunate that the coastal weather cooperated for us. All week long it poured, nearly requiring us to cancel. On Thursday, however, things dried up enough for us to complete a full day of shooting under gray, cloudy skies. Those days are really the best for outdoor photography, since it eliminates harsh lighting and shadows. But no sooner than I said, “that’s a wrap,” the downpour started again. I’m thinking maybe there was a little heavenly intervention that kept the rain away long enough for us to get our work done? Just another good reason to shoot at the Carmel Mission! 

One more unique thing about this catalog: the special offer on the front cover for 10% off your next entire online purchase! Simply enter promo code FALL10 at checkout through August 31, 2010.

I hope you’re enjoying a fantastic summer and looking forward to a fashionable fall!

All the best,

Candy

The fun fashion bloggers at Sensibly Styled got creative this week with a DownEast Basics photo shoot! 3 everyday women just like you participated – check it out and vote for your fave outfit (and the chance to win it!) by visiting Sensiby Styled!

Hurry! The giveaway ends tomorrow - Thursday, July 22 at midnight!

Photos by Jessica Feely

According to me, aside from family, fashion, and food, the only other thing in life is DANCE! Before I decided to change my major to fashion merchandising I was a dance major for three years! So here’s some news to cheer about: Beginning with the start of the 2010-2011 school year in August, DownEast Basics will be the exclusive sponsor to the Brigham Young University Spirit Squad!

BYU Spirit Squad

All the darling girls of the BYU Cheer Squad, as well as the Cougarettes – the university’s precision dance team recently named 2010 National College Dance Team Champions (WOOT WOOT!) – will receive practice wear from DownEast and also sport our fashion tops and layering pieces at pep rallies and competitions. We can’t wait to see these cute Cougars sporting DownEast Basics!

Here’s what Jodi Maxfield, spirit coordinator for the BYU Cheer Squad and artistic director of the Cougarettes, said:

“We always strive to present ourselves in a fashionable light while still remaining modest. DownEast is a fashion forward brand that shares these same values and is a perfect fit for the look and attitude the Cheer Squad and Cougarettes embrace. We are excited to have DownEast sponsor us, to wear their clothing and have them be a part of our exciting upcoming school year as we cheer on BYU’s teams, participate in community events and perform competitively.”

The sponsorship is the perfect fit for DownEast, since its founders and corporate senior executives are all BYU alumni. In fact, DownEast CEO Klane Murphy’s wife, Llilli Murphy, as well as his mother, Lawynn Murphy, are both former Cougarettes!

So there you have it. Beginning in August, be on the lookout for DownEast Basics favorites on the BYU Cheer Squad and Cougarettes. Cheers to you!

Go Cougars!

- Andrea

I’m Chelsi Smith, Regional Manager with DownEast, and I’m dropping by to tell you about a very exciting and meaningful project in which DownEast employees and family members are taking part.

In operation for 28 years, CHOICE Humanitarian is a non-profit organization that currently works in five countries throughout the world, helping to end poverty by focusing on sustainable rural village development. As a CHOICE Humanitarian corporate partner, DownEast has chosen to work with the Chirixquitzac village in the mountainous Polochic region of Guatemala, helping to build a water system that will bring water directly into villagers’ households for the very first time.

Employees are supporting this work through a voluntary donation program that is matched by DownEast. In the past year, $20,000 has been raised to build the water system and to fund other smaller projects. But our support doesn’t end there.

Last month, five DownEast employees – myself included – and one family member made the trek to the Chirixquitzac village itself, where we had hands-on involvement in breaking ground on the water system’s construction. For a week, we rolled up our sleeves and worked alongside the villagers and local CHOICE leaders to dig trenches that will carry precious water. Once completed, the duct system will eliminate the need for villagers to transport water to their homes, often a distance of a half-mile or more.

The trip itself was an incredible experience, with the most arduous travel beginning after we disembarked from the plane in Guatemala City. It required a nine-hour bus ride through steep mountains and over ungraded dirt roads. Then, we began a three-mile hike, carrying our backpacks (with some much-needed assistance from the villagers), to the village itself since it is not accessible by vehicle.

The Chirixquitzac village is comprised of around 55 households and 250 people, who are actually descendents of Mayan Indians and speak a Mayan language known as Q’eqchi’. CHOICE translators were required for communication, and to ensure we understood village customs and beliefs. It was a physically challenging but inspiring week, filled with lots of hard physical work as well as time spent learning about the fascinating Chirixquitzac history and culture. We also reserved some time for fun, bringing toys and playing games with the village children. As a group, we felt very honored to be there, especially since outsiders have not visited the area in 13 years!

Choice Humanitarian’s philosophy is that corporate partners work with villages over a time span of three to five years, after which the native people should be able to sustain the programs. Importantly, the villagers identify their areas of greatest need, help raise money and are in charge of their own projects, giving them ownership in their community’s development.

It is anticipated that running water will be in every home in the Chirixquitzac village within two to three months! Beyond that, DownEast anticipates that its work with the village will continue and extend to other vital projects. As part of this, more expeditions will be planned. We invite DownEast friends and customers to join us in future trips.

Humanitarian CHOICE is headquartered in West Jordan, Utah. I encourage you to visit its website and learn more about the good works this non-profit organization is undertaking.

I know I’ve come away from my adventure with a raised global awareness and new appreciation for the basics of life that so many of us take for granted. Let’s work together to end poverty and improve quality of life for everyone!

Best,

Chelsi

After the huge success of our formal dresses in the 2009 Holiday line we decided it only made sense to try our own line of special occasion dresses. We constantly have brides tracking down bridesmaid dresses from our DownEast Basics line, too! I am thrilled to offer high quality, timeless options for all of your special occasion needs! Wait-did I also mention that ALL the dresses are under $60?

My favorite dress in the new line is the Soiree Dress. It is so stunning and fun to wear. The flowy charmeuse and slight train in back move with you across the dance floor. The crossover mock wrap top offers a flattering neckline while the long skirt lengthens and slims your legs. The dress also features a long tie-sash belt that can be worn a few different ways. Tied on the side, wrapped twice to accentuate and flatter your waistline, or tied in back. Not only does this dress look and fit amazingly, but it is also SO comfortable! I wore this dress on a five-hour formal date with my husband and not once did I feel the urge to change! So-get your own Soiree Dress for your next Soiree. I promise it will not disappoint!

Soiree Dress (L) and Formal Flowers Dress (R)

Another great new style featured in the line is the Black Tie Dress. This style features a sweetheart neckline and beautiful appliqué flowers on the waist. I love that this dress looks like you spent a fortune, but you don’t have to! It comes in classic black and a beautiful ivory. Soft neutral hues for formal gowns are trending up all over the red carpets this year. Be sure to check out our accessories page for some fun pearl and rhinestone jewelry to complete your look. Many styles can go from denim to formal wear, no problem. 

Gala Dress (L) and Black Tie Dress (R)

The Gala Dress is our classy go to piece. The simple but elegant crossover neckline and tall waist make this dress flattering on most body types and easy to wear. The Gala dress comes in Navy and Orchid, which are perfect options for summer weddings and formal events. This dress validates less is more and will be a favorite addition to your formalwear wardrobe.

Gala Dress (L) and Formal Flowers Dress (R)

Don’t forget about our signature Formal Flowers and Perfect Form dresses. They are back in amazing new colors for the spring/summer line. Also, they are now lined! The Coral Rose Formal Flowers dress is one gorgeous shade that will bring warmth and a sun-kissed glow to your skin! All of these dresses make me want to get dressed up to the nines! What are you waiting for???? Become the belle of the ball in DownEast Basics special occasion! Happy graduation ceremonies, summer weddings, formal nights on cruise ships, special nights out, and black tie and gala affairs!

As I always say-

“Don’t forget the pearls!”

Andrea

Thank you to everyone for posting your DownEast Basics swim photos!

Congratulations to Trisha Wright - winner of this season’s giveaway!

Please email press@downeastbasics.com to redeem your prize!!!

Just because hot days are around the corner doesn’t mean you have to give up your favorite denim styles.  We’ve taken our best selling denim fits and created cooler versions for you to rock and roll in wherever your summer takes you! Finding the perfect denim is a quest we have all experienced. Hopefully your search can stop at DownEast – see a breakdown of styles featured in our spring and summer catalogs below:

Heart Throb Shorts & Crop Jeans

The classic look of a trouser pant is timeless. We’ve used the latest denim treatments and applied them to this timeless classic style. The fabric has a slight stretch, which makes the fit tough to beat. There is distressing detail along the pocket edges and hem to give a more modern feel. The back features flattering welt pockets. The slight flared hem will balance fuller hip and thigh shapes creating a super slimming silhouette.  Pair these styles with just about any top. If the top is more of a full or tunic style, make sure to add a belt to the narrowest point on your waistline. The Heart Throb Short comes in a slightly lighter wash than the crop length. Either way you will not be disappointed with these additions to your vaca wardrobe!

Rock Star Shorts

It is very clear you guys are big fans of pocket detail and bling! Our Rock Star Jeans are the #1 selling jean in the entire line. SO-we hear you! Please welcome the Rock Star Short to the DownEast Denim line. It features everything you love about your Rock Star Jeans at the perfect length for summer. The decorative cuff has NO stabilizing stitch so you can adjust the cuff to the most flattering height for your gorgeous gams.  You will enjoy the ultra flattering flap embroidered back pocket and diamond rivets and shank while staying as cool as a cucumber. Since this style is more fitted through the hip and thigh, it is ideal to wear with trendy blousy, banded tops. Remember the goal is to always make your legs longer, so even though these are shorts, try wearing a heeled sandal or espadrille.  Go ahead and take the stage, you Rock Star you.

Miss Slim Skinny Crop Jeans

Yet another great-selling style, the Miss Slim Skinny Crop is the same great fit as our Miss Slim Skinny Jean.  The white embroidery detail on the inside leg seam lengthens legs and looks amazing. These supafly skinny’s are the skinny on trendy summer denim. Pair this number with anything from dressy tops with heels to your favorite tees and sneaks. Remember that crop and capri length bottoms should never hit your calf at the widest point.  Make sure the length is above or below that widest point for the most flattering leg lines. The great thing about the Miss Slim Skinny Crop jeans is that you can cuff and roll to your leg line.  Go ahead-make some noise for the Miss Skinny Crop Jean.

True Love Boyfriend Jean

I could not write this blog post about trendy summer denim styles without mentioning my two personal favorite denim styles in the entire line. The True Love Boyfriend jean is the modern capri and trendy style that is staying consistent season after season. This is a great starter jean for anyone that loves this look. It is so fun to wear a more masculine style jean paired with super feminine fabrics and accessories. It is the unexpected mix of distressed treatments and perfect slouchiness with a more tailored dressy top that will bring your style to a whole new level of love. Wear this style cuffed and rolled with a heel of any type.  Don’t forget the belt.  Be creative – try mixing different tops and blazers or cardigans but keep the first layer fitted to keep your body proportions in check with the relaxed fit jean. I LOVE THESE JEANS. Stop hesitating and try this look.

Must Have Matchstick Jean

If you insist you cannot wear skinny or straight leg jeans, I have news for you, you can. Start with the Must Have Matchstick jeans. I promise they do not disappoint. The dark enzyme wash and flattering cut of these jeans make your legs look a mile long. The fabric has the perfect amount of stretch for fit and comfort.  They are as versatile as a legging.  You can wear with chiffon blousy tops and longer summer print tunics belted at the waist or more basic fitted tops, too. I love wearing mine with a fitted tank and boyfriend blazer. Heels are a must. These are truly a Must-Have for summer. Get them before they are gone.

The demand for DownEast Denim is growing beyond our expectations, which means more styles and more of what you love! So, keep us posted with any and all feedback. We are listening. I am developing four new styles for August just in time for back to school. If you are reading this you are most likely a DownEast fan, so thank you, thank you, thank you for your dedication and love for our brand. WE LOVE OUR FANS!

Now through June 6, DownEast is offering 25 percent off the regular price of our True Love Boyfriend, Must Have Matchstick, Catwalk and Platinum Jeans online. No promo code needed!

Bring it on, summer!

Cheers,

Andrea

Since it’s been unseasonably cold this spring, we’ve decided to EXTEND the $100 shopping spree giveaway deadline to enter to May 15th.

In Andrea’s “Savoir Faire Swim 2010” blog posting, she wrote about her inspiration behind the giveaway and rules to enter:

“So, those are some of my favorite pieces from the 2010 swim collection! Talk to me! What are your favorites??? I would love to help a sister out, so tell me what you love, need and want! After all, I am planning swim 2011 as you read this. Also, for those of you interested in a $100 DownEast Basics shopping spree, post a photo of yourself looking and feeling fabulous in our swim line on our Facebook page and you will be entered into a drawing to win said shopping spree. I have said and stand by my claim that this swim line is made and designed for real women with real bodies, so I would love to see your photos!”

The winner will be now be chosen and announced on May 15, 2010. So, as Andrea says “On your mark, get set, go get your swim on!”

Thurs., April 29 at 7 p.m.

SLCC Miller Campus, Wasatch Room at the Gail Miller Conference Center

9750 South 300 West

Sandy, Utah

Do you ever feel like you have a closet full of clothes, but nothing to wear? Many women become frustrated with their wardrobe because they are not buying clothes that are flattering to their body type.

So how do you know what’s the right style and fit for you?

If you live in the Salt Lake area, come join Alicia Richmond at 7 p.m. on April 29 for her “Balance Your Body Type” workshop. Alicia is the founder of Chic on a Shoestring, a style and clothing consulting company that helps women look their best! For the past eight seasons, Alicia’s fashion segments have been featured weekly on the Emmy winning ABC 4 talk show, Good Things Utah.

Alicia will not only teach you about your body type and how to dress it, but will also provide you with tools to help you unlock your own personal style!

Best of all, Alicia’s workshop will feature the new DownEast Basics swimwear and summer clothing line. I’ll be there as well to talk about my inspiration for the collection and to give you the scoop on all the latest trends.

Tickets purchased in advance from the Chic on a Shoestring website are $10. You can also purchase tickets at the door for $15 but seating is limited so it’s best to reserve your spot now. You won’t want to miss this event!

Make it a girls’ night out and invite your friends! See you there!

- Andrea

Our summer catalog is filled with fun, fantastic styles for days of warmth and sunshine! In fact, light really became the overall theme for the catalog shoot, with the brightness of the sun contrasted against a dramatic play of shadows, both in the studio and outdoors. Often, shadows are something a photographer fights, using reflectors and choosing settings with minimal light variations. Not this time, however, and I think the look is amazing!

In fact, one of my favorite studio shots is aptly titled “Soleil Style.” Here, our photographer intensified the light in order to simulate the sun, evidenced by Leanne using her hand to shield her eyes.

As part of the focus on summer sunshine, we also used a different approach for the models’ makeup, creating a naturally bare, dewy look with light illuminating cheekbones and foreheads to mimic the healthy glow after an hour or two spent sunbathing. We think the look definitely says “summer”!

Because photography for our summer catalog took place in February, we needed an outdoor location that would provide us with sunny, mild weather and would be just a quick flight away. So naturally, Las Vegas was the obvious choice! Instead of focusing on the typical Las Vegas fare, our theme here was two girlfriends out for lunch and then doing some shopping in an outdoor plaza. Again, in these shots, sunlight and shadows played a dramatic role.

By the way, you’ll notice that in both the on-location and indoor shots Leanne is joined by a lovely new model named Polina. We loved her long, sun kissed blonde hair. It is the quintessential summer look.

Our newest catalog really has so much to offer, including our popular DownEast denim styled for summer, the unveiling of our fabulous special occasion dresses – all under $60! – and more of our great swimwear. So many retailers are sold out of their swim lines by the time summer rolls around, but we wanted to be sure that our flattering and affordable, mix-and-match swim pieces are available during the months you need them!

One of my favorite trends this season is to pair swimwear with other fashion items and accessories. Summer is such a fun, busy time and we wanted to show versatile looks that could go straight from the pool or beach to other activities. We love the “cardi as a coverup” look here. Add some cropped jeans or a lightweight knit skirt and you’re on your way to almost anywhere!

I hope you’re enjoying the start of a fabulous “spring into summer” season wherever you are!

All the best,

Candy