Frock L.A.'s Affordable Eco-Fashion Exudes Classic Glamour


Photo: Ian Maxion, courtesy Frock Los Angeles

When I spotted sustainable ready-to-wear line Frock Los Angeles on Ecouterre, I was instantly attracted to the classic silhouettes and glamorous, vintage-inspired styling. Designer Victoria Tik's aim is to create simple, versatile dresses that would embrace the female form.

The result: curve-hugging dresses made with sustainable jersey knits and spandex. But just how wearable are they? Here's a closer look:


Founded in 2009, Frock aims to provide women with "low-maintenance high fashion," the website notes:

Frock Los Angeles' style philosophy does not focus on trends, but rather emphasizes refined silhouettes, figure flattering cuts and solid colors. Its minimalist design aesthetic is easily styled and versatile enough for every occasion. Every garment is machine washable.

Their name even comes from the idea of having a dress -- or frock -- that you can just throw on any old time. We will hand it to them, the dresses are indeed versatile and are well suited for personal style, in that you can accessorize them in a variety of ways and achieve multiple looks. And though laundering the garments in a washing machine sounds accessible, hand washing works just as fine and is lighter on the environment.


The fall 2011 collection is entirely sourced in the United States and made in California factories that pay fair wages with sustainable fabrics, including a bamboo blend jersey with 5% spandex and a soybean and certified organic cotton blend jersey with spandex.



All photos: Ian Maxion, courtesy Frock Los Angeles

Overall, hip-hugging jersey dresses look great on models but if you lack the a pin-thin frame or voluptuous curves they simply don't fit right, rendering them unwearable by the average woman. So while I love the classic silhouette, the timeless design, and the reasonable price point, $40-220, the collection is not as wearable as I like to see.

Frock L.A. is available in store at White Label San Francisco, and online at Moxsie, Fashion Stake, Us Trendy, and Kreeya.

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Tags: California | Clothing | Los Angeles

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