Released on = January 28, 2007, 12:16 am

Press Release Author = Ross Tucker

Industry = Apparel & Fashion

Press Release Summary = Contemporary clothing label American Chi is introducing the
next evolution in back-pocket styling.

Press Release Body = American Chi Lights Up
By Ross Tucker

Contemporary clothing label American Chi is introducing the next evolution in
back-pocket styling.

While other brands spent the last several years embroidering and studding their back
pockets with diamonds and Swarovski crystals, American Chi has used technology to
create pocket designs that light up and even move.

Dalia MacPhee, designer and one of the line\'s owners, said the Canadian company has
been able to animate back pocket designs by weaving light-emitting diodes - or LEDs
- into the fabric.

\"One minute the jeans are normal, the next minute you see pink lips appear, blow a
kiss at you and then disappear back into the pocket,\" MacPhee said.

Other designs include a skull and crossbones with teeth that chatter, a wagging
finger and a happy face that winks. Select Macy\'s stores ordered the line for fall,
selecting designs that played to the tastes of different target audiences. For
example, the back pocket for Macy\'s stores in Texas has a horse that rears, and a
portion of the proceeds are donated to a horse rescue organization.

MacPhee said it took several years to develop a viable system that was in keeping
with the line\'s premium focus. The first challenge was to weave the LEDs into the
fabric while keeping it smooth. A battery had to be developed that was powerful
enough to supply energy for the light to run for six days, be recharged and fit into
the front coin pocket. A wire connecting the battery in the front to the lights on
the back pocket also had to be woven into the garment in such a way that it wouldn\'t
be noticed.

\"It\'s replacing crystal and embroidery,\" MacPhee said. \"The beauty with this is you
have a choice. You can press a button and turn it on or turn it off.\"

Once turned on, the image usually appears for several seconds before kicking into an
animated mode for several more seconds and then fading away. The whole process
repeats continuously and attracts a lot of attention at bars, MacPhee said.

The line uses a mix of Italian and Japanese denim and is manufactured in the U.S.
Retail prices range from $169 to $230 and the company expects to expand to between
800 and 1,000 doors this season.




Web Site = http://americanchi.com

Contact Details = 7162 Beverly Blvd #313
Los Angeles, Ca 90036
Toll Free: 877 224 8026
Fax: 1-310-9751327
email: info@americanchi.com