Monday, May 21, 2012

Fit to a Tee

Lei Chic You refuse to be that mom.

You know - the one who color coordinates everyone's outfits on family vacations, buys matching Aloha wear for family reunions and, come Christmas time, organizes photo shoots with - wait for it - identical reindeer sweaters.

As if you would be caught dead in a reindeer sweater.

Lucky for you, there's a much cooler way to show just how close-knit your family is.

Introducing Life is Swell - organic, surf-inspired apparel for men, women and keiki. Owner Vanessa Fowler created the line to explore a new design aesthetic while satisfying customer requests for adult versions of her hand-painted keiki line, Little Dew Drops.

Lei ChicLife is Swell channels Hawaii's laidback, living aloha lifestyle. Think playful, hand-drawn logos screen printed onto uber-soft, eco-friendly cotton tees, tanks, even onesies, perfect for a relaxing day at the beach.

The line itself is a family affair. Fowler develops mens designs based on her husband's feedback. And her "Little Surfer Dude" keiki shirts feature a drawing by her five-year-old daughter, Skye.

It's like each piece is a gift from Fowler's family to yours.

Looks like you've finally met your match.

Life is Swell apparel, $22 adult tees, $20 adult tanks, $17 keiki tops and onesies, available online.

Posted on Monday, May 21, 2012 in Permalink

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About Lei Chic

Lei Chic is a daily email and shopping blog that plugs you into Hawaii's newest and hottest boutiques, designers, trends, spas and salons, and more. You'll also discover all the cool events, dinners and sales happening around town in our Weekend Picks every Thursday. With Lei Chic, you'll get the inside scoop on what everyone will be talking about tomorrow – in your inbox today.

Lei Chic associate editor Natalie Schack has been a cultural anthropology student,museum worker bee and dabbler in graphic design. When she isn't scouting new fashion, compiling to-do lists or crafting puns, Natalie spends her free time dreaming up elaborate picnic ideas; "researching" via YouTube tutorials, blogs and Instagram; and dusting off her pith helmet for the next adventure life throws her way.

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