Friday, May 11, 2007

Modest Swimsuits


Shade Clothing Debuts Shade Swim with Three Tops, Unique Bottoms Designed to Hide Trouble Areas

AMERICAN FORK, Utah (March 21, 2007) – Shade Clothing, the first company to infuse modesty into today’s hottest fashion trends, announced today the launch of Shade Swim, its new swimsuit brand.

The line debuted with three swim top styles, each custom designed to flatter a woman’s body without being too revealing. Each of the stylish tops can be matched with Shade’s Swim Bottoms, which feature a four-inch slimmer band to complement the midsection.

“I don’t think there is a woman in this world that enjoys shopping for swimsuits because it reminds you of your problem areas. We have made a special effort to design swimsuits that help women feel comfortable,” said Chelsea Rippy, founder and CEO of Shade Clothing. “The specially designed bottoms hold in your tummy and sides, while our swim tops fit loose enough to cover the high bottoms and flatter your midsection. These pieces honestly look great on every body type, which is a first for swimsuits.”

All of the pieces in the Shade Swim collection are made with soft, durable 82 percent nylon/18 percent spandex material. The tops are lined for additional comfort and feature a removable soft cup bra, as well as a discrete pocket hidden in each bra cup to keep extra padding in place.

The Huntington is offered in four colors, and the tube top cut features slim, adjustable shoulder straps. This style retails for $31.50. The Huntington with Graphics is the same top, but features a unique design screen printed on each of four available colors and retails for $39.50. “Because Shade Swim uses the screen printing technique, the Huntington features stylish graphics, which are a huge contrast to the floral prints traditionally available in swimsuits,” said Rippy.

The Laguna top features a loose and relaxed cut around the waist, a halter tie around the neck, and subtle rouching at the chest. Available in four colors, this style retails for $35.50.

The Newport top comes in four colors and features thick, gathered straps for extra chest support. The halter tie bathing suit also features a loose and relaxed cut around the waist, minimizing attention on the stomach and hips. This style retails for $35.50.

Shade Swim Bottoms are available in eight colors and coordinate perfectly with the Shade Swim top colors. The swim bottoms feature a high-waist, mid-rise cut on the leg and a four-inch slimmer band at the waist, which is covered by each of Shade’s longer swim tops. The slimmer band does extra work by minimizing the tummy and sides. The bottoms retail for $22.50.

Shade Swim pieces are sold separately online, in select retail locations, or through Shade Personal Shoppers. Shade has also added new tops to its clothing line for spring and summer, as well as several new dresses in its Basic Black collection. Visit http://www.shadeclothing.com/ to locate a Personal Shopper or retail location near you.

Shade Clothing - Modest Maternity Clothing


SHADE CLOTHING OFFERS COMFORT, COVERAGE
WITH EXTRA-LONG MATERNITY TOPS

Four Designer Shirts Now Available in Shade Maternity Line

AMERICAN FORK, Utah (April 2007) – Shade Clothing, the leading provider of hip, modest clothing for women, now offers four tops in its Shade Maternity line, each designed with extra length in front to provide full coverage during pregnancy.

“Maternity fashion has definitely improved since I had my first baby five years ago, but it is still a struggle to find basic pieces you can wear through the entire pregnancy,” said Chelsea Rippy, Shade Clothing founder and CEO, and mother of two (with a third on the way). “The worst are those last few weeks when you feel huge and uncomfortable, and even maternity shirts can’t cover your growing belly or hide your elastic waistband. That’s why we have designed the shirts in our Shade Maternity line to be extra long in front, ensuring that mothers-to-be will look stylish and feel comfortable for all nine months.”

The maternity tank is the perfect layering piece, providing extra coverage with wide straps, a high neckline and longer length. The cotton/spandex blend hugs the tank close to the body for extra support, and makes the top ideal for layering under wide neck shirts and plunging v-necks. Available in seven colors, the tank retails for $16.99 each.

The maternity ribbed tank features wide straps for additional coverage. The ribbed tank is available in five colors and retails for $18.99 each.

The maternity cap sleeve is the maternity version of Shade’s best seller, the cap sleeve under tee. Featuring a scoop neck and a fine merrow stitch on neck and arms, the extra long cap sleeve is perfect for layering under other maternity fashions to maintain coverage. Available in five colors, the cap sleeve retails for $19.99 each.

The maternity baby tee features a semi-scoop neckline with three-inch sleeves. Like the other Shade Maternity tops, the baby tee offers extra length in front, making the baby tee the perfect t-shirt for expecting mothers to wear throughout their pregnancies. Available in nine colors, the baby tee retails for $20.99 each.

Shade also offers women’s tops, dresses, swimwear, and a girl’s line. Shade Maternity, along with other Shade fashions, can be purchased online, in select retail locations, or through Shade Personal Shoppers. Visit http://www.shadeclothing.com/ to locate the nearest Personal Shopper or retail location.

Basic Black Collection Now Available in Macy's Stores


AMERICAN FORK, Utah (April 18, 2007) – Shade Clothing, the first company to infuse modesty into today’s hottest fashion trends, today announced that select dresses from its “Basic Black” dress collection are now being carried in Macy’s department stores.

Macy’s will initially carry six Basic Black dresses: the Jane Half-Sleeve, Lucy, Ava, Kerry, Ferguson and Molly. The semi-formal dress collection fills a niche for women looking for stylish dresses that allow them to be more covered than most of today’s available styles. “Shade has taken the classic little black dress and made it modest, while maintaining the elegance and sophistication that makes you look like you just stepped off of the red carpet,” said Chelsea Rippy, Shade Clothing founder and CEO.

Basic Black is currently available at 10 Macy’s locations in four states – Utah, Washington, Oregon and Idaho – with the possibility of expanding to additional retail locations in the future.

“When we introduced our Basic Black collection this past holiday season, we were overwhelmed by the demand for these dresses. There is a substantial, unfulfilled market of women wanting to look classy and stylish, but don’t want to dress overly revealing,” said Rippy. “By partnering with Macy’s, we are expanding our reach and giving more women the option to dress how they feel most comfortable – in modest fashions that don’t sacrifice their great style.”

In addition to its Basic Black collection, Shade also offers women’s tops, swimwear, maternity clothes and a girl’s line. Shade fashions can be purchased online, in select retail locations, or through Shade Personal Shoppers. Visit “http://www.shadeclothing.com/ to locate the nearest Personal Shopper or retail location.