Ride The C&C California Wave
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What would Ali McGraw have thrown on in 1973 after a relaxing day at the beach in Malibu? Something comfortable, sexy, and utterly chic. C&C California, the t-shirt label from LA that has reached an almost cult-like status in London, is the tee du jour. Perfect for those sunny days on the beach, or in the park for the urban bunch. The collection has gained the undivided attention of fashionistas and press alike; so much so that even the Gap has copied their layering styles in its new advertising campaign.
C&C was created by two girls who grew up on the beaches of Southern California during the 1970's. Their mutual love for the comfort, colors and shapes of that decade continue to inspire them today. Their personal style idols from that time remain a constant source of inspiration, in addition to Ali, think Steve McQueen, Raquel Welch, Peter Fonda, and Natalie Wood... all beach or poolside... all looking undeniably cool, satisfied and inherently care free.
After years of rummaging through the family attic and scouring coastal thrift stores, Cheyann Benedict and Claire Stansfield set out to make their own collection, one that would embody that classic 70's California chic they both longed for. The collection would be easy and wearable, versatile while exuding a certain laid back style. It would offer the perfect pieces to be worn at almost any relaxed occasion, from shopping for bikinis to cocktails at sunset.
The tees, which are of the softest cotton and custom dyed are reminiscent of the vivid early 70's surf and skate culture. Perhaps the most important aspect to the growing collection is that every piece and color is created to layer and mix together perfectly, offering an endless number of combinations.
With a dedicated celebrity following from Jennifer Anniston and Brad Pitt to Alexandra Shulman, editor of British Vogue, it is no wonder the shops are selling out. Watch out for their stripey tees available this winter. C&C California stockists include The Cross, Browns, Harvey Nichols, Selfridges and Liberty.