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Aqua VI
After helping the likes of Mossimo, Billabong, and Hurley, Lian Murray is taking a dive of her own. She and partner Ziggy Williams--also a former designer at Billabong and Hurley and a lifelong surfer--are launching Aqua VI, a premium surf line for men and women. Aqua VI clothing includes embellishments such as rivets, metal studs, ornate jewelry detailing with a baroque feel, silk fabrics, and leather trims. Murray dreams of eventually expanding into home furnishings such as sheets and towels. “We want to create a full-bore beach-lifestyle brand with class,” she says. Aqua VI aims to establish a close working relationship with specialty shops. “To do that, you focus on smaller distribution and invite your premier retailers from each region to become partners with you,” she says. “For the first time in my career, there’s a store calling us asking to be invited to a premiere showing.” Murray first met partner Williams when he was a shaggy-haired kid, dressed one step ahead of the average guy. After she hired him as a designer at Hurley, it turned out Williams also became a major inspiration for her new company. “He represented the premium surf direction: uniqueness with a passion for fashion,” Murray says. Now as partner in Aqua VI, Williams--the recognized “denim specialist”--heads the men’s line. Other people have also played central roles in Aqua VI’s development. “The person who really, really believed in my dream this time was Barry Perlman from Lucky Brand,” says Murray. “Another key player is Leslie Rubin, a twenty-year industry veteran and friend, who heads up sales.” Art Director Dean Radley is also on board. For a company that pushes the limits of fashion, it’s not difficult to understand why Aqua VI adopted the Italian maritime “A” as its logo. In old Italy, the “A” was used to represent dangerous and uncharted waters. It neatly embodies the company’s ambitious and risky approach to fashion merchandising.
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