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January 16, 2014

Fashion Spotlight: Pure + Privé Spring/Summer 2014 Leather Collection

I had the pleasure of interviewing Newton'Enis Henry Swader IV, Founder/Designer of Pure + Privé (pronounced Pree-vay), a jewelry and lifestyle brand company that was launched in 2012.  Hearing Newton'Enis' story about how his business got started was so inspiring.  As he explained the scenario of using his last $20 to put gas in his car in order to meet up with a denim distributor in downtown Los Angeles, who ultimately never showed up, it was quite evident that fate had its own plan in mind.  Just as he was coming to grips with his inability to draw a profit from his first fashion endeavor (Faith Works Clothing Co.), he literally stumbled upon his next endeavor that day when something told him to take a stroll through the garment district instead of going back to his car and heading back home. Feeling disappointed, and literally penniless, he tried to walk it off and came upon a store that carried beads.  He entered the store thinking he could find some beads for a prayer bead bracelet design he had come up with, but instead, met the owner and spoke to him in depth about making jewelry with beads and how he too had spent his life savings on his business.

The rest was history because shortly after meeting that man, Newton'Enis was being asked about the beautifully handcrafted pieces that he was wearing.  After a 'Point of Display' deal with Bloomingdale's fell through, he was approached by a Bebe clothing representative who wanted to purchase earrings from him, but wanted to put their name on it.  He knew in his heart that he wanted his craft to reflect his name and brand so he ended up declining that offer.  Still, God kept opening doors and Pure + Privé was born with a clear vision, trademark and identity all its own.  Newton'Enis explained that he "always wanted to stay a step ahead of everyone else, create classic pieces and never wanted to do what everyone else was doing."

The line currently features fine, handcrafted jewelry and more recently, he is in the development phases of adding optical (eyeglass frames), home and fragrance lines to his growing lifestyle brand. He has also  already introduced leather handbags for women and backpacks for men via his Privé Collection that boasts plush leather materials accompanied by fine hardware details and design. 

When asked about his creative process he admits that when he sits down to create, the environment can be hectic, yet he seeks to make an, "art piece", instead of just jewelry and "lets each collection take its own shape and theme".  He and I have very similar tastes as we both love David Yurman (one of his style inspirations) along with Ralph Lauren and Armani.  Although the attitude changes from collection to collection, the common theme between them all is that they are fueled by pure passion, inspiration and a keen thirst to make his brand legendary.  He explained to me that, "If you're going to do something, pick someone who does it best and come for their throat."

Pure + Privé has a total of 5 collections (City, Nights, Vintage, Lifestyle, Leather) and will soon include home, optical and fragrance in 2015.  Pure + Privé's Spring/Summer collection will officially launch on February 7th and will host a release party and birthday celebration for Newton'Enis at the Beverly Wilshire hotel.

He expressed how proud he was to be one of the few young, urban heterosexual males making waves in the fashion industry and noted, "there's not enough of us".  I asked him what he would tell his younger self if he had the chance to go back in time and he said he would stress, "no matter what, believe in you right now, pay more attention in school and don't dim your light to fit in, because in the end you gone be alright."

Although things are really picking up he confesses that he is still continually amazed at himself and his accomplishments thus far.  Swader IV told me a story about how he almost broke down in tears while shopping at the mall, walking around in his own brand.  His personal mantras for success are "Dream, believe, do" and "Be legendary".  The brand now has celebrity clients as diverse as Joey Lawrence, Charlie Wilson and model Mamadou Sall, just to name a few, and will soon be featured in choice high-end  department stores in Los Angeles.

Below are a few of his ads for previous collections:

His website is currently under construction, but you can take a peek at the new leather collection and also keep up with him on Instagram and Facebook:

Instagram: @PurePrive

Share your thoughts about his inspiring story below in our comment section.