Heatherette is a blend of New York City dazzle and pop fused with the spirit of the millennium. The line is a perfect combination of celebrity chic and street sleek. Heatherette features slinky dresses, punk tees, flirty skirts and includes basics in denim and leather to pair with the trademark spirited-popism that is sweeping the fashion scene.
Designed by Richie Rich and Traver Rains, Heatherette is a finger-on-the-pulse custom-ready-to-wear clothing line. Richie Rich grew up in California and began ice skating at the age of two. He began training with Kristi Yamaguchi to be a competitive skater and was ranked 12th in nation. Eventually he joined the Ice Capades and toured the world. Ultimately he moved to New York as a club kid and has continually worked in the hottest clubs. At the same time, Richie began a career as a recording artist having released pop singles such as "Magic" and Collision." Richie used his theatrical talent and the skills he had learned watching the seamstresses backstage at the Ice Capades and began making clothes for himself for his performances.
Traver Rains grew up in Montana competing in numerous state and national horse shows. Known for his amazing skills and panache, Traver won over 100 all-around titles. Like Richie, Traver needed great looking wears for affordable prices so he began designing and sewing his own vests and chaps. After attending college in Texas, Traver received a degree in Economics and International Business and then moved to New York to pursue other endeavors. Traver brings his love of the West and his understanding of business to Heatherette.
The line began in December 1999 when Richie showed up at a party in one of his own leather tops. Sushi, the buyer at the downtown store Patricia Field, ordered twenty of them on the spot. From seeing the line at Patricia Field, the hip-hop star Foxy Brown asked Richie and Traver to design her outfits for the MTV Video Music Awards. The word spread and soon, Lil' Kim bought five leather shirts for her tour, and Gwen Stefani of No Doubt was featured wearing one of their tops in Entertainment Weekly.
Thanks to people like Patti Wilson, stylist and Fashion Director of ID magazine, and world-renowned photographer David LaChapelle, Heatherette has made a splash in the fashion industry. With their help, Heatherette has received credits in such magazines as Vanity Fair, W, ID and Jane among others.
The pair has launched Heatherette internationally, scoring points with celebrities and socialites alike. Additional fans of Heatherette include John Galliano, Mariah Carey, *NSYNC, Aerosmith's Steven Tyler, rapper Eve, Shakira, Alicia Keys, Shirley Manson of Garbage, Sarah Jessica Parker and Britney Spears.
Featured in the Building a Popstar article issue of W magazine (Jan 2002), Jessica Kerwin writes "Richie Rich, a former Ice Capades skater and club kid, and Traver Rains, a real-live rodeo rider, have turned their ability to answer calls into the campy, fashion line, Heatherette. And they know the rules. 'We can turn it around in two days,' says Rich. 'That's the thing with pop stars: Honey, you had better be on it.'”
And they are.
In September 2001, the duo debuted their Spring/Summer 2002 "Look at Me" Collection. The New York Times said of the collection, "Although medicine has failed to study the phenomenon, it seems safe to suppose that hype is viral. New York Fashion Week began officially on Friday. But for some people's money, it really got off the ground with the Heatherette show on Saturday."