There are fewer places on earth with a stereotypical cultural image as distinctive as California.
When you think of the Californian dream, you may picture long stretches of sandy beaches, rolling waves with surfers dotted about, tropical palm trees lining the star-studded streets of Hollywood, the quirky pedestrian culture along Venice Beach and eternal sunshine and breezy days.
So how did one clothing brand go about doing justice to a place they love so much, without falling into the cliches and simply fading into the backdrop?
As you’ll come to discover, there is so much more to the Californian dream than meets the eye. This is such the case for St. Roche. A fashion label that depicts everything there is to love about the laid back Californian coast but with a message that you need to plunge beneath the waves to get a real feel for.
Working from their Laurel Canyon studio, Paud Roche and Sue Stemp are very much living their own version of the Californian dream. The husband and wife duo have created a global fashion brand that fuses together their talents and shared values.
The St. Roche collection exudes a laid back approach to life where a desire for comfort and versatility doesn’t mean you need to sacrifice style.
Their designs are the epitome of the West Coast vibe we love to romanticise and yet, they’ve captured the imagination of an ever-growing collective of ethically conscious consumers. This unique combination has produced a label that not only does justice to the lifestyle they so dearly love, but serves the new wave of ethically-minded consumers looking for better alternatives.
Utilising original textile designs and traditional embroidery techniques, they incorporate sustainably sourced fabrics to create a light and breezy feeling to their range. Their designs are distinctively feminine with dainty frills and delicate details.