Natural High Lifestyle : 10 Years After

" When challenged to  hold the breath, that is the time to BREATHE"

That was one of the insights that resonated with me from a conversation I had this afternoon with Frank Angiuli of Natural High Lifestyle . Natural High has an in-store pop-up as part of HOLLYWOOD TRADING COMPANY Santa Monica's Earth / Heal the Bay weekend event.

Ten years back, Alonzo E. of HTC was a buyer @ Ron Herman / Fred Segal Melrose ,and Frank cold called him to pitch his fledgling line of 3 hemp Ts. Turned out that Frank had contacted AE at the right time as "ORGANIC" was on their radar. Flash forward , & ORGANIC lifestyle has become mainstream with big box behemoths touting their eco-awareness.

NHL's range is inspired & informed by Santa Monica's ocean, yoga studios,the Venice drum circle  & consciousness. The palette of colors (earth tones) and hand of the fabrics (hemp& bamboo fibers) are consistent with the point-of-view of the line; & proudly "Manufactured in Downtown L.A."

Frank & initial founder Ira Rosen (Govindas) goal was to create a brand that inspired an aware lifestyle ;easy care garments which were comfortable to  move in. Its customer base is drawn to the fabric & palette + amped that retail distribution is kept to the boutique level. NHL has a Japanese fan base as well ( Beams & the legendary Hollywood Ranch Market Daikoyama ) who appreciate its So.Cali flavor.

The Main St.flagship store in Santa Monica serves as a showroom  for the NHL world of apparel, bedding,meditation pillows ,yoga mat carriers & more. The company has recently partnered with Wired to supply the magazine's "Sustainable & Energy Efficient" showcase house in Chicago.

On the horizon are new introductions inspired by a recent trip to Japan plus new eco-fabrics & experimentation for conscious creatives to contemplate in -