Eco-friendly luxe athleisure brand Bleusalt launches
A new Malibu-based eco-friendly apparel brand called Bleusalt has launched. Bleusalt uses cashmere-soft Lenzing Modal fabric which is sustainably derived from self-propagating beech trees.
The launch collection includes wraps, hoodies, joggers and skirts made of Lenzing Modal. Lenzing Modal has a softness akin to cashmere but is more sustainable. It is produced in Austria from local beech trees, which self-propagate so they naturally rejuvenate after harvest.
Bleusalt co-founder Lyndie Benson spoke of the new line and the fabric, calling Lenzing Modal one of the softest fabrics on earth. Benson added that the line is naturally focused. She said that when the beechwood is "turned into yarn and fabric, there are no chemicals in it."
Bleusalt's environmental initiatives include shipping product wrapped in fabric remnants in an effort to create zero waste. The brand stands for "being part of the solution" and says it believes "in luxury, style and unmatched comfort."
To celebrate Bleusalt's debut, Benson invited her celebrity friends to a launch party. Cindy Crawford attended and spoke of the product saying, "It’s kind of luxe-casual loungewear, but in Malibu you can go anywhere in loungewear."
The brand's niche combines beach casual with upscale travel comfort. Lisa Rinna, another one of Benson's friends and invitees, said "I have pieces that I’ve been living in. I travel in it."
Benson founded the brand with co-founder Dana Weinstein. Weinstein has three decades of apparel manufacturing experience.
While the debut collection included eight pieces for women, Benson expects to expand to a larger men's collection as well as a baby line in the future. Prices for the launch collection are $189 to $345.
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