New York Premiere

For years, the favorite giveaway from fashion companies was a T-shirt with the designer’s logo. And for all of the years that the New York runway shows were organized by the agency 7th on Sixth under tents in Bryant Park on Sixth Avenue, many have wondered: Where’s the 7th on Sixth T-shirt?

It’s here, and it has potential as a collectible. Not only is it the first official T-shirt to commemorate Mercedes-Benz Fashion Week, but it’s also designed by that fashion phoenix Miguel Adrover, who is making a runway comeback this season. The Spanish-born designer of much praise but little financial stability has crafted the shirt in his signature style. He’s added the woven cuffs and collar of a navy blue polo shirt to a white cotton V-neck T-shirt. The unisex shirt isn’t dull like the usual giveaway. But then again, it’s not free.

Unlike previous Fashion Week promotional garb, the $30 shirt is for sale to the public on the Mercedes-Benz Web site, www.mbfwnyc.com, and some share of its proceeds will help support runway shows for new and emerging designers.

The shirt is only one element of the highly visible but highly private fashion shows that will be on view to the public. Also for the first time, Vogue will sponsor multiple video screens in the park that will simulcast the shows as they happen inside the tents.

“We want to celebrate and remind New York of how important the fashion industry is to the city by bringing the collections to New Yorkers,” said Vogue spokeswoman Mistrella Egan. Fashion fans without invitations now may see the shows from the videographer’s perspective, perhaps the best seat in the house.

Valli Herman-Cohen

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New Shop Caters

to the Average Guy

Guy pals Kelly Cole and Gary Wagner have opened LO-FI/Clothes for Your World Tour on North Fairfax Avenue stocked with vintage leather motorcycle jackets, rare rock T-shirts, Nudie of Hollywood suits and a deejay ready to party with customers during store hours.

Cole is hoping the shop will attract devoted customers--men and women--interested in $40 shirts to $2,200 vintage suits, several made by the legendary Nudie of Hollywood.

“My partner and I are straight American guys who have been so alienated at times at the way fashion has been presented to us that we were driven to open this shop,” he says. “Some guys dress poorly because they are intimidated by fashion. We want to cater to those guys and present an aesthetic that is about comfort and style and quality craftsmanship without being elitist about it.”