Based in the surf-zone between L.A. and San Diego, Selawear sports an image of light-hearted Southern California beach town life mixed with artistic and green endeavors.

Started by FIDM-trained Lauren Farnham and graphic artist Sydney Hensler, Selawear stands out for its consistent and understated humor.

It’s an appealing and intelligent slyness and cleverness that winks confidently rather than shouts desperately like so many t-shirts we’ve all seen.

“We usually design our clothes based on about four different personality types that are a blend of me and Sydney”, explained Lauren.

• Flora and fauna – girly-girl, hippy, earth-mother – butterflies
• Revamp – iconic females, tributes, for example, Billie Holiday
• Suitcase – travelers, new cultures, destinations
• Undergound – edgier girl, music, rougher edges, competes with boys, but girly, trendsetting

Those are some well-evolved concepts and fertile ground for designs.

But there’s another dimension to all this thinking.

“We both started out working for a large corporate apparel company and traveled overseas to the factories.  The amount of production waste we saw was shocking.  We both realized how important it is to be eco-friendly.”

“We go to local sources where we can find donated and recycled pieces, fabrics and trims.  We sift through these and find a lot of inspiration, and it just seems right to give more life to all this material.”

Born again pom-poms anyone?

Selawear Deer Revere Hoodie

Selawear Deer Revere Hoodie Pom-pom Detail

The back of this “Deer Revere” hoodie dress has a mounted deer with a full head of antlers.  Part of what Lauren describes as their “taxidermy” phase, evidenced by the swatches of leopard print fabric trim on the pockets.

Continuing the taxidermy theme is the vaguely intimidating Mr. Belvedere sweater with buttons, and leopard elbow patches.

Selawear Mr. Belvedere Rabbit Tri-blend Sweater

“We like to bring a sense of humor and light-heartedness to our work.  I enjoy seeing people’s reactions.  It’s warm and revealing to see people smile and be happy.”

Anyone for some karaoke?  Advertise your talent and desire with a life-sized sequined microphone and gold appliqué epaulets.

Selawear Life-size Microphone Shirt Dress

“I try to create an experience for our customers.  And I want to help them express who they are.”

“I also like a little controversy.”

The very center of controversy these days are the Tea Partiers that broadcast loud and long.  You are free to interpret this oversized tank top however you choose.  In fact, if you’re like me it took you awhile to realize it wasn’t just a fun and pretty design, but that there was something interesting to interpret.  Are those beautiful sounds being played?  Or is it a broken record?

Selawear Oversize Viscose Tea Party Tank

Lauren and Sydney do some of the production themselves for Selawear and when they use additional help they make a point of using local resources, as instinctive participants in the slow wear movement.

Selawear can be found in boutiques from San Diego to Long Beach, as well as a few out of state retailers.  Customers can contact Selawear and also purchase through the company’s colorful website at www.selawear.com.

Sydney Hensler and Lauren Farnham