Put your finger on a map of downtown New York City and you can feel the pulse of Heatherette. Richie Rich and Traver Rains have created a lifestyle brand that truly cultivates the pop star in everyone. Glitter, sequins, and dreams have driven Heatherette every step of the way, transforming them from the quintessential downtown buzz brand to a respected and revered player in the fashion industry. Heatherette will take you from the red carpet to the street, uptown downtown and every stop along the way. “THIS IS HEATHERETTE!”
Heatherette came out with a bang in late 1999 when Richie and Traver began collaborating on t-shirts and leather goods as a hobby on their living room floor. Richie showed up at a party in one of his own customized leather tops and caught the attention of a buyer at the downtown store Patricia Field who ordered twenty of them on the spot. The exposure at Patricia Field led to an almost instant celebrity following. Rapper Foxy Brown personally asked Richie and Traver to design a custom outfit for her to wear to the MTV Video Music Awards. The word spread and soon Gwen Stefani was featured wearing one of their tops in Entertainment Weekly, Rich and Rains found themselves on tour with Aerosmith creating nightly wardrobe magic, and a young not-yet famous Paris Hilton was buying Heatherette creations off the rack as fast as the boys could make them. Patricia Field asked Richie and Traver to create one of their “Name” shirts for Sarah Jessica Parker’s character on Sex and the City. The now famous Heatherette “Carrie” t-shirt was featured worldwide in HBO’s massive Sex and the City ad campaign.
Thanks to people like world renowned stylist Patti Wilson and friend and superstar photographer David LaChapelle, Heatherette made a tremendous splash in the fashion industry very early on, receiving editorial credits in such magazines as Vanity Fair, W, Surface, Paper, YM, In Style, ID, Flaunt, Italian Vogue, and Rolling Stone among others. From their humble nightclub show beginnings to their most recent triumph in the Bryant Park Tents, Rich and Rains have kept audiences entertained with their unique mix of tongue in cheek glamour and outrageous fun.
The pair has launched Heatherette internationally, and has continued to cultivate friendships with top celebrities the world over. Fans of Heatherette include Gwen Stefani, Paris Hilton, Mariah Carey, Aerosmith, Britney Spears, Christina Aguilera, Kelly Osbourne, John Galliano, Mary J. Blige, The Backstreet Boys, Shirley Manson, Lil’ Kim, *Nsync, David Beckham, Shakira, Courtney Love, Naomi Campbell, Alicia Keys, Karolina Kurkova, Miss Piggy, Pink, Missy Elliott, Pamela Anderson, Mandy Moore, Beyonce, Jessica Simpson, Peaches, Jaime Lee Curtis, Phyllis Diller, Anna Nicole Smith, Kelis, The Scissor Sisters, Aaron Carter, and Lydia Hearst.
With 8 New York and a multitude of international fashion shows under their rhinestone-studded belts, Richie and Traver have continually proven to be an extremely powerful force in the fashion world. To quote Women’s Wear Daily, “All the kids — club and otherwise — can rest easy. Heatherette’s indefatigable designers, Richie Rich and Traver Rains, are here to stay.”
Richie Rich, Co-designer
Richie Rich hails from Northern California and began his professional career training with Kristi Yamaguchi to be a competitive ice skater. Following being nationally ranked, he joined the Ice Capades and toured the world, all the while studying in the wardrobe closet. Ultimately he was brought to New York City as one of Michael Alig’s “Club Kids” and continually worked as a personality in New York's hottest clubs, simultaneously embarking on a career as a recording artist; eventually releasing club hits "Magic" and "Collision." Richie combined skills he picked up along the way as an Ice-Capader/Club Kid/Pop Star and found himself in the midst of the fashion world, where he will surely remain for many years to come.
Traver Rains, Co-designer
Traver Rains grew up on a ranch in Montana competing in numerous state and national horse shows. Known for his amazing skills and panache, Traver won over 100 all-around titles. Like Richie, Traver was in need of great looking wears for his performances and began designing and sewing his own vests and chaps. Traver received a degree in Economics and International Business from SMU in Texas and, on a whim, moved to New York City. Traver found his way back to the stables and while working as a horseback-riding instructor at New York's Chelsea Piers met future business partner Richie Rich and the duo almost immediately began collaborating. Traver brings his love of the West and his understanding of business to Heatherette.