Personal Ad and Fashion Statement
We’ve all stolen surreptitious glances at them, scanning the lines of newsprint charged with potential romance and titillating innuendo. Now you can take it a step further and don clothing that features the most outrageous, but real, personal ads.
The latest trend to hit Melrose is the product of Durt, a venture of two 23-year-old entrepreneurs who launched their insignia clothing line in the fall. Massachusetts natives Danielle Kays and Heather Thompson, best friends since third grade, have created an assortment of monochromatic baby tees and tank tops featuring bizarre but true personals culled from Boston, New York and San Francisco newspapers.
“FUTURE POP STAR wants a great lkg actor or model type,” reads one. “NEGLECTED HOUSEWIVES HOME ALONE AND HORNY,” pleads another.
“We were looking to represent different types of people, not just single white female,” Kays said. “We wanted to show that everyone is looking for somebody.”
Their employment history includes stints at Dairy Queen and convenience stores. But it was while Kays worked at a silk-screening company that she came up with the idea.
“I’ve always read them for fun,” she said. “I’m usually looking for a job or a place to live, so I’m in the classified section anyway.”
Kays and Thompson picked a half-dozen ads they liked and changed identifying details like phone numbers and ages before silk-screening them onto shirts. Thompson is shopping the clothing line around skateboard shops on the East Coast, while Kays moved out to Los Angeles this winter to peddle the idea to local boutiques. The shirts can be purchased at the Melrose Trading Post, a swap meet held Sundays at Fairfax High School.
The most popular so far: “ ‘LAUNDRY SLUT’ LOOKING TO CHECK out your machine. Let’s go from hot and sudsy to warm and fluffy.” (Singer Fiona Apple is rumored to sport this one.) Styles include hooded shirts, baseball jerseys and tank dresses. Prices range from $15 to $28.
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To reach Durt, write P.O. Box 18768, Los Angeles, CA 90018 or call (213) 746-0093.
