ASHER LEVINE2010 PRESS KIT

W MAGAZINESEPTEMBER 2010

�“You might not have heard the name Asher Levine yet, but chances are you've seen some of his clothes. The young designer has been making a splash creating custom garments for the likes of Dangerous Muse, Sam Sparro and, most notably, Lady Gaga. Remember that white �“straightjacket�” dress she wore through a Houston airport? That was his brainchild.

This past fashion week, Levine showed his second menswear collection - a quasi-goth, kind of grunge and very hip collection that calls to mind gothic icons Rick Owens and Ann Demeulemeester. We recently visited the self-proclaimed science geek's s tudio and were immediately struck by not only how nice he is but also the complexity of his pieces. Standouts included a motorcycle jacket which looks like snakeskin but is actually fish leather (made from hundreds of karp) and gauzy jersey pieces photo printed with the thorax of a lace bug at 25,000 magnification. By far the most interesting were his jumpsuits that could be unzipped different ways to transform into a number of different jacket versions -- 12 to be exact. "I want to give people their money's worth," he winked.

Check out his website for the latest collection and the inspirational videos he's made to accompany each season. Asher Levine is definitely a designer to keep an eye on!�”

BLACKBOOK MAGAZINEOCTOBER 2010

�“There are moments in fashion when a new designer comes along to make waves in an otherwise becalmed and conservative industry. The names Thierry Mugler, Rick Owens, Gareth Pugh, Vivienne Westwood, John Galliano, and the late Alexander McQueen come to mind. More than just for shock value, avant-garde designers exist to challenge and broaden our tastes by introducing us to new silhouettes, proportions, and textures. They confront the perennial question: Has everything already been done? After meeting 22-year-old underground phenom Asher Levine and witnessing his debut show this past fashion week, I can say the answer is a resounding No. Levine, with his fascination with organic forms - nanomicroscopic images, cocoons - embodies newness. The designer took some time out from his ever-busier schedule - he's in talks to take over a couture house - to discuss his inspirations, goals, and why he's more than just the whiz kid behind Lady Gaga's strait jacket.

I read that your SS11 collection was inspired by the biological kingdom. I�’ve always been interested in science as a way of explaining our existence. Growing up, I remember spending hours looking at books on the animal kingdom, and continue to do so. During the development of t hi s co ll ec t i on I re searched nanomicroscopic images of elements and micro-organisms. I get pleasure looking at how beautiful the tiniest organisms are constructed. The clothing manifests this natural inspiration.What was the idea behind your collection�’s beautifully eerie promotional film? I travelled upstate during the development of the collection and I saw these amazing cocoons created by the local caterpillars. I thought it would be sexy to give birth to a new species myself, so I began developing a plotline around that theme.What do you think the fashion industry is lacking and how are you filling that void? There is a lack in menswear development. Countless silhouettes exist that accentuate the male form and my goal is to unearth those styles.

Explain your process of creating a new piece, from idea to design.

Each piece takes a unique path. Many pieces are a development from other styles, a kind of evolution,

you might say. I prefer to design the eccentric pieces and use those as inspiration for the more wearable

styles.

How did you get into fashion?

Did you ever want to do

anything else?

I took a sewing class at a

v e r y yo u n g a g e a n d

continued to make clothes

through middle school and

high school. When I moved to

New York, I became involved

in the underground club

scene as an outlet to express

my designs. I then started

m a k i n g d e s i g n s f o r

performance artists, and

soon after, launched my first

collection for Fall/Winter

2010.

At the show I noticed how tight you are with your family.

I�’m lucky to have a supportive family, I love them so much.

How were you approached by Lady Gaga to create custom pieces? Was it a collaborative process? Both pieces I made for Gaga, I was asked by her stylist Nicola Formichetti to design and make. Nicola

is such a talent - his team would tell me what was on his mind, and I would make prototypes that satisfy

both him and Gaga.�”

Who else have you dressed?

I�’ve dressed Sam Sparro, Dangerous Muse, Ebony

Bones, and the comedian Pam Ann. I love to dress

anybody who doesn�’t have any limits.

Who are the people that inspire you?

I am inspired by people who take risks and go

against the grain of society. My network in New

York encompasses so many influential artists that all

inspire me collectively.

Where do you see your clothes being worn more �–

on the streets or in performance?

Walking the streets is a performance.

You�’re only 22 now. Where will you be at 32? I envision the Asher Levine line at a global level, cont inuing to influence contemporary menswear. I want to create an umbrella o r g a n i z a t i o n t h a t encompasses both fashion and artistic expression.Any plans to launch a womenswear line? I�’m in negotiations to take over a couture women�’s house, but I can�’t say any more than that.What can we expect next from Asher Levine? That I don�’t even know, and it�’s that unknown that makes me get up every day.

MTV STYLEOCTOBER 2010

�“Lady Gaga has made a name for herself as much for her music as for her outrageous style. (How can you forget the meat dress?) But what's spectacular about her fashion choices is her ability to catapult the careers of rising design stars. Like 22-year-old menswear designer Asher Levine. The Port Charlotte, Florida native dressed Lady Gaga not once, but twice, in the past few months, finding his clothes on her just weeks after he graduated college at New York's Pace University. First, Lady Gaga wore Asher's black motorcycle jacket in Rolling Stone's July issue, and she wore his white straightjacket coat to her Today Show performance. MTV Style caught up with Asher Levine, who just presented his second full collection at New York Fashion Week, at his home base in New York City to find out how he went from student to dressing Lady Gaga in record time.

When did you start designing?

Since I was a little boy, I was always sitting at the sewing

machine. It's the only option for me. I've always felt the same

way from the very beginning about fashion �— I love it to an

obsessive, obsessive degree. Two days after I graduated

high school I got on a plane and moved to New York City [in

2006] to pursue a business degree at Pace University. I knew

how to make clothes, I needed to know accounting,

marketing and all the things fashion school leaves out.

Who do you design for?

There are certain people that transcend the boundaries of

gender. Look at Michael Jackson, David Bowie, Madonna.

Look at Lady Gaga. These are figures throughout our recent

history that have transcended gender and represent

something that's greater. And that's who I'm connecting with.

How were you discovered?

Nicola Formichetti's team (Lady Gaga's stylist) contacted me

and said someone recommended me. They got in contact,

and I said let's do it. I respect Gaga because she's cognizant

about what's been done in the past, and she knows how to push the boundaries and make new

fashion, music, or art.

What was your process like to design

the oversize motorcycle jacket she

wore in Rolling Stone?

I would make a sketch. I would send it

to Nicola, and then if Nicola approves

it, he sends it to Lady Gaga, and then

it trickles down. A lot of times, I do a

sketch and they say, 'Can it be like this

or like that?' Then, once he says it's

good, I do a muslin (light fabric)

version. I build the muslin version, take

a picture, send it to them, and they

say 'let's do it.'

How long did it take to create the

jacket?

With Gaga, they only give you a

couple days, so you better crank it out quickly. Depending on how complicated the piece is, about a

week.

What was it like designing the white straightjacket coat for her Today Show appearance? When she kicked off her Monster Ball tour, they said they wanted a new jacket. They wanted purple at

first, so I got three whole cows in purple. It's a lot of skin. It takes about 200 square feet of animal skin to

make one of those oversize coats. At the last minute, they go, 'We want it to be white.' So I went back

my factory and found all these nice lambskins and cut that up and put it together. And I'm really happy

how it turned out.

Did you hit any snags while designing for Lady Gaga? When we were doing the white straightjacket we worked from 7 a.m. to 4 in the morning the next day. We needed to deliver it to her at the Today Show. They said you have to get it to us 5 a.m. Out of nowhere it's 4 a.m., so I hop in a cab with this whole motorcycle straightjacket �— and I pull up to 48th street and it was MAYHEM. I was literally hand-sewing the tag into the jacket on my way to the Today Show in the cab.

What has Lady Gaga done for your career? I think she represents my future customer. Because she's looked at so highly, she legitimized that standpoint of this new mentality of clothing�—of being unique. She helped it immensely, and I'm excited to work with her more in the future.Are you working on more for Lady Gaga? I totally expect to be. I get along with her team. It changes my direction, and that�’s why I like to collaborate with these artists.What are you trying to convey through your clothes? There's a revolution happening right now within humanity, not just fashion. It's a revolution of uniqueness of the individual. Many artists are tapping into this energy, and I'm interpreting it

through fashion. What I'm doing in fashion, I'm defining the new man and how he presents himself in the world and how to make him look as sexy as possible. When you think of someone who looks sexy, how do you define that? I'm using different types of fabrics that define a new sexuality and masculinity.What are you inspired by? I look at inspiration [in] everyday weird things. I think it's important to look at things that are outside of your box of understanding, like organisms that are zoomed in 40,000 times. I fill my head with that, and when I pick up the chalk or charcoal, it all manifests itself in that one stroke so it comes together collectively.Where can people buy your collection? It's available at OAK in New York and online. The price ranges from $150 for a shirt or tank pants for $250 to $350 and fur pieces up to $4,000 for a jacket like Lady Gaga's.�”

JAMOOLOCTOBER 2010

�“ASHER LEVINE 2011 SPRING!SUMMER SEASON " BRAND Q&A

Please outline your concept for SS11 and the reasons behind it. This collection not only advances sexual boundaries, but structural ones as well. The clothes harness energy from their organic origins; they are active. Instead of passively resting on the shoulders of the wearer, each piece becomes an extension of the wearer's body - establishing a hybrid physiology. Fins project from his heels and shoulders. Dangling tentacles droop from his midriff. His elongated tail flows freely in the wind. A symbiotic relationship develops between the man and his attire. For this season, what fabrics are you paying attention to?Silks, linens, denim, organic cotton jersey, fish leather. What role does color play in your SS11 collection?Colors are kept at a minimum through custom dying to accentuate the organic shapes, it makes them more alive during movement. Please choose 3 key items from the collection and outline why you chose them.The Jumpsuit Jacket - There are approximately 12 ways to wear the jumpsuit. You can wear it as a jumpsuit, a floor length coat, three quarter length coat, and many other draped styles. I am still discovering more ways to wear the jumpsuit!Carp Leather Jacket - I prefer using exotic skins in my collections and this season I wanted a skin that is light enough for the Spring. The fish leather is actually the scale pockets from the fish skin and has a distinct texture from any other leathers.The Tentacle (Fringe) Styles - These styles range from the tentacle tanks to a full hooded coat and

maximize the fluidity of the body. The tanks can be layered with any jacket to completely transform the entire meaning of an outfit. Please tell us what things are important to you when thinking of a new design.Each design must be sexy and distinctive. He must put on the finished piece and feel powerful and in control. What do you think of fashion in Japan?Fearless, colorful, inspiring. Is there any news of your brand that you would like to tell us about?We will be launching our online store this November with Fall/Winter 2010 and Spring/Summer 2011 available to ship internationally. For recent press news, visit http://www.asherlevine.com/press. Finally, please give us your thoughts on our website JAMOOL.It is important for fashion media to cover not only what is on the runway, but what real people wear on the streets. Jamool writes about it all, and that is unique in the world of fashion.�”

TRENDHUNTERSEPTEMBER 2010

�”Dark Sinister Cassocks: The Asher Levine 2011 Spring/Summer Line is Spine-Chilling

Dark and twisted cloaks and capes make up the disquieting collection of the Asher Levine 2011 Spring/Summer line. Black baleful disguises cover these models head to toe in shadowy scraggly garments that transfix and terrify.Making a bold statement amidst next year�’s fashion farrago, the Asher Levine 2011 collection for the warmer months will certainly whip everyone�’s expectations. The usual bright and breezy getups will be blown away by black burdensome garbs like bats out of hell.�”

THE FASHIONISTOSEPTEMBER 2010

�“Undergoing a conceptual metamorphosis, the latest collection from

Asher Levine moves in an organic direction for the spring season that

lends the label a lighter lease on life with sheer fabrics and natural

hues. Constructing daring new shapes and functions for menswear,

Levine taps into the primal side of fashion with a somewhat restrained

approach to progressive style.�”

DAILY MAIL UKJULY 2010

�”Now that's a crazy outfit! Lady Gaga wears a 'strait jacket' to

the airport

Lady Gaga stayed true to her crazy style today.

The singer, 24, was spotted wearing what looked like an

oversized strait jacket as she arrived at the airport in Houston,

Texas. The cream coat featured restraining straps and buckles

on the shoulders and hem. The straps were so tight around her

knees that Gaga was forced to take small steps in her giant

skyscraper heels.

The singer topped off the look with a huge pair of shades and

a giant cup of coffee in hand. Luckily, she had a couple of

bodyguards by her side to catch her in case she was tripped

up by her own coat.�”

DAZED & CONFUSED MAGAZINEJUNE 2010

�”Inspired by atomic fusion and the Human

Centipede, Levine's creations explore the

deeper aspects of fashion design...

Asher Levine didn't just wake up one day,

knowing his calling in life was to design

gorgeous outfits. No, he travelled the long

and hard way by joining up with a Florida

state sewing community club. With them he

criss-crossed the state and to be judged on his

sewing, fabric selection and construction in

fashion competit ions. This enthusiastic

approach to learning have paid off, and

Levine - after several years in the business as a

stylist - have now set up his own eponymous

label and is making waves on New York's fashion circuit. Dazed spoke to him about his latest collection...

How old are you?

22

How long have you been designing?

I began designing after I took a sewing class when I was

ten.

Where are you from?

Port Charlotte, Florida, US.

Where are you based?

New York City.

What inspires you at the moment?

Atomic fusion and particle collisions. I am keeping a close

eye on the CERN laboratories and their experiments with

subatomic matter. Deep water giant isopods. The Human

Centipede movie. My artist friends Kenny Scharf and

Scott Ewalt. Conjoined organisms. I thrive on the challenge

of using this inspiration, both appealing and grotesque,

and interpreting it into beautiful clothes.

What is your current collection about?

I wanted to merge structure with fluidity. I cropped my

leather jackets higher which makes the silhouette taller

and sexier. When you enhance that structure with draped

pieces, the fusion of the two extremes creates a beautiful

image. With this collection, I offer men a muted masculine dress and skirt style that works perfectly with

the leather jackets. For the denim, I give you the option of an edgier look with volume around the shin,

but if you want a more subtle gathered look, just snap the drape into place. I also am obsessed with

using many animal skins, especially in one piece. The vest I designed uses fox, broadtail, and emu.

Tell us about the shoes...

For the shoes I collaborated with LA-based designer

Franc Fernandez (who designs for Lady Gaga and

Beyonce) because he is a perfectionist when it comes to

geometry and structure. I literally sent him ostrich and

emu legs with alligator hide in a box and I said �“work it

out,�” and the shoes elevated my collection to the next

level. I�’ve also been reading that women want to wear

many of the collection�’s styles as well, and I say, �“go for

it!�”

What was your favourite outfit from your youth?

When the gym became dull to me, I designed a line of

spandex bodysuits to make the experience more

exciting...and definitely sexier.

What are your plans now?

I am working on my Spring/Summer 2011 collection as

well as a few experimental projects that I know you�’ll

love! Check out www.asherlevine.com to stay updated.

Can we buy your collection anywhere? If so, where?

The Asher Levine Fall 2010 collection will be available at

Oak this September.�”

IN*TANDEM MAGAZINESUMMER 2010

�“The Evolution of Man: Asher Levine

Ever wonder what it�’s like to be young, talented,

and infinitely inspiring? IN*TANDEM�’s own Jordan

Fox sits down with menswear�’s new hopeful

Asher Levine to talk about fashion, philosophy,

and how his vision of the future is changing the

rules. Yes. We all must evolve.

I�’ve heard you use this equation and I completely

agree. Your life is composed of 3 parts: sex,

fashion and friends/family. Fashion overpowers

the other components, you�’ve admitted. For me,

it�’s sex, even though I�’m extremely creative. Tell me

about finding balance in your life.

The electron shells that compose an atom aren�’t

perfectly circular shells -- that model is so 1913.

Electron shells are actually energy spaces that occupy different orbitals -- basically one big energy

cloud around the nucleus. The beauty of life is that we create this energy around us and sometimes we

place more energy into other orbitals. Fashion is my way of traveling into a kind of orbital with limitless

possibilities. I grew up dreaming and I still channel that energy into clothing -- and sex!

You often use a lot of deep, philosophical phrases. For example: �‘When you think it�’s the other person

who has the problem, it�’s actually your perception. Change your perception to change your own reality.

YOU have the ultimate power.�’

It came to me that no matter what relationship you�’re in, whether it�’s friendship, work-related, dating or

sex buddies, we place expectations on how that person will act. When that person doesn�’t act the way

we expect them to, it seems as if they have the problem. If you can try and perceive that person

differently, your own reality can change and he/she doesn�’t have that problem anymore. Sure, it�’s hard,

but I think it�’s a personal process and an overall empowering one.

Do you sell your clothes online or in a store? And can you give me something... a cheetah print, Asher

Levine, zentai catsuit with a full-hood, only mouth and eye holes, massive shoulder pads, a tail, wings

and a pee-hole zipper... please?

Asher Levine FW2010 can be purchased at Oak, see www.oaknyc.com for more information. And yes, I

already picture your outfit in my head Ms. Fox, but you never mentioned a zipper for the back!

Do you go out and party a lot? Does going out and meeting people inspire and influence your work or does it interfere?Again, I try to maintain a balance between my day life and my nightlife. I dislike just going out. These past four years I�’ve worked full-time, gone to school full-time, and still had to make time to sit at my sewing machines, let alone go out. I did it, though, and I still love it. If I�’m going out I prefer a scene with an edge, a warehouse, a basement... some place strange. The other night I invited some of my friends to my apartment and I made all of us day glow outfits for Kenny Scharf�’s Cosmic Cavern. It�’s weird how much just placing fabric on the human body can change the atmosphere, because we all became crazy! The party is always inspiring and I consider many of the people attending my family, because we all enjoy creating. When you wake up, however, with an exploding headache, and realize there are neon scraps and half-full glasses all over your apartment, you realize you have to pick up the pieces and get ready for tomorrow.

What are your biggest dreams and aspirations for the future?I really want to create a fundamental paradigm shift in the way our culture understands fashion. I feel menswear has been neglected for too long and a balance needs to occur between the two genders in terms of style -- not necessarily androgyny, but we need more choices. It�’s a risky endeavor to take, given male buying trends, but I see it as a huge opportunity for the industry�’s future. I want to see men as well as women

become stylish all over the world, whether they�’re in small town Florida or living in metropolitan cities. We can reinvigorate this industry by giving the other half of the human race the opportunity to express themselves in new ways.

What would you consider the cornerstone of your creative process?Defining the present.

What was the concept that Zackery Michael, Tre Knight, and you created for this InTandem issue?

When Zackery and I discussed the shoot, he wanted to emphasize the movement of the clothes and

the drapery. Movement for the moment. He wants the image to be nondescript, as in the standing

image of Shaun Ross�’s face blurred. That is how Zackery chooses a picture, there something we are

relating to, and something Shaun Ross performs for us. In that aspect, a static movement, something that

captures the present. When Tre and I discussed the concept he emphasized the state of comfort while

still maintaining elegance - deconstructed elegance. Channelling. The image when Shaun Ross�’s arm

swings in the front, it�’s dimensional, exploring the different dimensions of oneself. For Tre Knight, elegance

is simplistic, and detail paramount.

What was the influence/concept

for your Fall 2010 collection that

model Shaun Ross is wearing?

I derive my influences through

feelings made from visual �“shocks�”

to produce an emotion, that in

turn, influence my craft. I find

images that produce wildly

variant emotions - gruesome,

awe, joy . A few of these

photographs f rom my fa ll

co llect ion include a 400x

magnification of melanoma in an

eye, a goat placenta, Papua New

Guinea relics, and my favorite,

scientists dissecting an adolescent whale in their laboratory. The connection is the feeling I get when I

see these images and it manifests itself in my clothing. We can find beauty in the shocking and it is

challenging to create sensual clothes from these influences, but the challenge is my sustenance.

What do you think is missing in today�’s fashion climate? Any hope for the future?

I want to create beautifully detailed work, handmade intricate clothing, and couple it with easy

everyday looks that accentuate the flattering parts of the body. The fashion industry is like an

ecosystem. I grew up in Florida, and when I would swim in the estuaries of the Peace River, I would

observe the incredible abundance of life. When it is disturbed and off balance, the entire ecosystem

suffers. I think in our fashion ecosystem, the menswear is changing, and I see new differences that make

me very excited about the future.�”