 shop Project E
Since it was founded 15 years ago by Michael and Gina Hecht, Project e has evolved from being a small mom and pop t-shirt operation into a very successful line of clothing for men and women. With nothing more than $5,000, solid retail backgrounds, and a lot of ambition, the husband and wife team began manufacturing and selling basic screen printed tees.
It didn't take the couple long to realize that the basic standard men's tee would not meet a woman's desire for a more flattering fit. So, they refocused their efforts to take the company in a more savvy direction. This new path is what ultimately helped them find their niche in the contemporary market.
True fashion pioneers, Michael and Gina were the first to popularize kitschy Middle America with their campy Vintage Americana line. The line was introduced back in 1997 and was made up of timeless, often hokey designs inspired by billboards, restaurants, stores, and roadside signs. Michael fondly reflects on the line as their first hit, "It was the one that really put us on the road to success."
Another trend the duo created was in rebellion to the return of the "70's Preppy look." Gina's double X-ray vision in innovative style enabled her to design the "anti-preppy" polo with a vintage distressed faded look and feel. By utilizing a "XX" where the traditional logo would be, Project e was able to create another revolution in their evolution. The "XX" has now become the signature of Project e.
Project e continues to gain notoriety and has become a favorite among fashionistas, stylists and celebrities. The stylish clothing frequently appears in national magazines, popular sitcoms, movies, award shows, music videos, and on many rock stars.
The couple attributes the success of Project e to their drive to bridge the gap between gender, generation and size by offering everyday people an edge without attitude in their everyday clothing.
Michael manages the sales and finances, while Gina heads the creative design and development team. Meticulous about fit, fabric and quality, Project e strives to produce innovative style-conscious clothing. "We want to create that old, favorite, soft, comfortable shirt you can throw on and immediately feel good wearing," says Michael. "It's a huge reward for the many months of design and production to be able to design something that influences a trend." Gina adds, "We always enjoy seeing someone wearing our shirts." Michael concludes, "While the sales are very good, we are motivated by the acceptance and validation we get knowing we have actually created something someone likes and wants to wear."
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