Roger Walsh /Landov
Former Primp designer Alexx Jae launched a line of organic t-shirts for the Environmental Media Association on February 13 at one of LA’s premiere fashionista havens, Milk, whose clients include Zooey Deschanel, Rachel Bilson, Mandy Moore, and the Simpson sisters. “People think the environment is so not cute or hippie-ish, and I wanted to show that it could be really hip and cute,” says the L.A.-reared designer, who no doubt was inspired by her mom, the head of EMA. The super-soft tees and cardigans feature pro-environment messages written in light ink, like “Where’s your hybrid?” and “Compact fluorescents are sexy.” “I would never wear anything with a saying so loud so I wanted to make it very subtle,” says the environmentalist, who also uses bamboo in her sophisticated high-end collection, due out in the fall. Emily VanCamp, for one, was sold on the message: “I think it’s fabulous! I bought a cardigan. I’m all for a healthy environment, healthy clothes.” Other celeb fans: Anna Faris, who hosted the party, Amy Smart, Heather Graham, and Alexx Jae’s childhood BFF, Nicole Richie. “Nicole wears my stuff. She has to!” says the designer, who will donate 100% of the proceeds to EMA. Click here to buy the t-shirts, $75, at shopatmilk.com.