Sydney Azria launches sportswear: Syndey California

Sydney Azria left his father’s company Current/Elliott a bit ago and began exploring a different fashion venture. As part of stepping out from the denim line, Azria has developed a new sportswear line entitled Sydney California.

As the son of Serge Azria, who currently serves as chief creative officer of Current/Elliott, it’s a big move to start his own sportswear line. According to his LinkedIn, he left Current/Elliott last year. He worked under his father as director of immediate design at the company. There, he gathered experience working with the denim brand through collaborations and product prints development. According to WWD, a lot of his experience came from his work at the denim brand. “I worked my way up from the preproduction department six years ago and learn a lot about domestic production,” said Azria.

Sydney Azria leaves Current/Elliot

Based on Azria’s LinkedIn page, Dutch LLC’s Sydney California is stated as a “women’s contemporary brand focused on cotton linen blazers and t-shirts.” He serves as founder and president of the brand. The apparel will include various pieces including cotton shirts, dresses, graphic tees, blazers, and bottoms. Pricing for Sydney California will range from 48 to 198 dollars. Currently, the brand has a website up at sydneycalifornia.com. According to the site, the line is influenced by the glamour of the “Golden Hollywood” era. Made in Los Angeles, the brand’s aesthetic is reflective of high-quality materials and the innocence of a “bygone era,” according to its e-commerce site.

The new line was established this year and includes various pieces such as the California Blazer, the Victory Short, the Side Boy Tee, and more. Some of the blazers are available muted pastel colors such as yellow, light pink, and more. Pinstripes and horizontal stripes are also present in Sydney California’s clothing. Ranging from t-shirt dresses to tank tops and mini-skirts, the brand has definitely set itself apart as a unique, fresh take on sportswear. Currently, his line is available through his e-commerce site.

Additionally, Azria also has ventured in graphic design with a fashion graphics design firm called Rebirth of Art. According to WWD, Azria partnered with graphic artist Ian Hanna for the company. Paired together, the two create graphic and textile prints. Both Hanna and Azria have experience in the fashion industry in design and other areas. Azria gained experience from his work at Current/Elliot, while Hanna worked at Lucky Brand and Dutch. Together, the new design firm serves as a creative business opportunity for both.

Photo: Sydney California