Photography courtesy of NOIZE
The founders of the Tezza photo editing app have partnered with the Canadian brand to compose a melody of timeless apparel for autumn.
Date October 8, 2021
When I imagine what it must feel like to be a rock star, my mind inevitably wanders to iconic moments from famous concerts. I envision Bowie singing the first lines of “Rock and Roll Suicide” while the Hammersmith Odeon erupts into screams of excitement, or Freddie Mercury hearing the lyrics he wrote being sung back to him by the 70,000 fans packed into Wembley Stadium.
But is there also room in life’s mundane moments to feel like a rock star? What does it feel like to be a celebrity in your everyday life? That is the feeling that Utah couple Tezza Barton and Cole Herrmann are reaching for in their latest collection, a collaboration with Canadian outerwear brand NOIZE.
The duo, who previously worked together on the viral Tezza app and Lello eyewear brand, have partnered with the Montreal-based label to create a 14-garment collection entitled Lost in the Sounds. The assortment features men’s and women’s sweatsuits ($125), short jackets ($200-$370) and full-length coats ($300-$370). Keeping in lock-step with NOIZE’s ethos, the line is 100 per cent vegan, cruelty-free and sustainable.
The NOIZE outerwear collection officially launches on Oct. 14, but customers can sign up to shop early by attending the Livescale launch event on Oct. 12 at 7:30 p.m, where Tezza and Cole will walk through the collection and answer guests’ questions.
“We like to keep cruelty-free and sustainability at the forefront of our products,” says Taylor Wilkinson, the project manager at NOIZE. “We’ve been sourcing a lot of our materials for years, and we are constantly trying to improve on the quality of our sustainable materials. It’s great to see sustainability coming into more fashion, and we’ve been doing it for a long time, so we take pride in that.”
Photography courtesy of NOIZE
As young creatives, both of whom have spent considerable time in both New York and L.A., Tezza and Cole wanted to combine the styles of America’s two largest cities into a cohesive aesthetic. FASHION sat down with the Forbes 30 Under 30 couple to discuss how they worked to achieve this look and who inspired them along the way.
What was it about NOIZE that made you interested in this collaboration?
Tezza: There are so many things, but for one, it’s just so beautiful — the styles of the pieces are amazing and pretty timeless, but also iconic and modern. Initially, I think it was just what NOIZE stands for as a brand that attracted us. They are sustainable, cruelty-free, and they’re doing what so many other brands are trying to do, but they are doing it best.
Cole: We were just blown away at how well NOIZE does it; the quality was above and beyond anything else we’ve ever tried on, all while being able to stick to their ideals. It’s pretty amazing.
How did you come up with the name Lost in the Sounds for this NOIZE outerwear collection?
Tezza: Cole and I both played in a band together for six years, so music is a huge part of our lives, and I think it’s where we draw a ton of inspiration. When designing the collection, we were inspired by anything from the way music makes you feel to how musicians have their own aesthetic and style.
What musical artists inspired this collection?
Cole: I am obsessed with Led Zeppelin, and I just eternally wish that I was Robert Plant. I have always loved his whole style and presence and those iconic Led Zeppelin photos on the jetway, getting ready to take off; that whole vibe is really what I wanted to bring to my side of this NOIZE outerwear collection. I hope that when you throw on the oversized trench that you feel like a rock star.
Tezza: For me, it’s anybody from Joan Jett to Stevie Nicks. I’m going all the way from my boho energy to my rock and roll energy! Women in music have always been powerful icons for me and somewhere that I have always drawn inspiration from.
What design principles did you bring to this collaboration from your previous work (the Tezza app and Lello eyewear)?
Cole: One thing that has always inspired us is vintage authenticity. I would say that many of our app elements were inspired by vintage magazines, vintage fashion photography and lots of the presets are inspired by film. We’re also really inspired by storytelling. It’s something that we try to bring to all of our campaigns, including this one. There is so much story to it, we’re weaving in all of our inspirations from music and vintage.
How do you want customers to feel when they are wearing clothing from the collection?
Tezza: We focused on pieces that were timeless and wearable, pieces where you’re like, “That’s going to stay in my collection forever,” because when you put it on, it’s going to make you feel like a rock star, and it fills you with a powerful feeling. For example, the Penny Lane jacket, I remember when I saw Almost Famous, I was like, “This. Jacket. I want to have it forever,” because it’s the type of thing when you don’t know what to wear you can just throw it on, and you’ll feel great, so I wanted to have a jacket inspired by that feeling.
Are there any pieces in the collection with a specific or personal story attached to them?
Cole: Again, it’s the Led Zeppelin trench coat. I remember the first time we went to New York as a couple. I bought my first trench coat, I had never owned one before, and it just felt so good. Ever since then, a high-quality trench coat has been such a staple in my closet, and I have an attachment to New York and when we first started dating.
Tezza: When we were shooting the NOIZE outwear collection, I was wearing the Jude jacket. It’s this dark brown, beautiful jacket. I was wearing it, and I remember someone stopping me on the street and was like, “This jacket! What is it? I’m obsessed,” and I was like, “Oh my gosh, I get to tell you that we designed this.” I told her, “It is a part of our collection coming out in a couple of months.” I think that piece will always be my favourite in the collection. It was awesome.
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