Since then, LaMaar has grown and held many roles in the fashion industry. In they launched Brand 5: 31 Jérôme, worn by Beyoncé et al – early days of LaMaar Backers — and Rihanna and Jay-Z; they’ve launched 9J in the 2016 South Bronx, a forward-looking boutique; they’ve been trend forecasters. Recently, they relaunched 5: 31 Jérôme with Macy’s as And Now This 5: 31 by Jérôme LaMaar — still Smooth but now more accessible. LaMaar is their own best ad, in their own Rick Owens and Gucci full wardrobe, a wonderful mix of 5: 31 pieces such as more striped shirt and loose cargo pants. Now, LaMaar will host the fashion competition show with Karrueche Tran and Peder ChoUpcycle Nation – which premieres tonight on Fuse TV.
As we peruse the second-hand section of No Relation Vintage, a place LaMaar frequented during his high school days in art and design, the designers noted that upgrading and innovation were their first Two nature. In fact, their first collection at 2013 was made entirely of second-hand materials. “When I do my brand — it’s about streetwear and glamour — it’s also about sustainability, but I can’t talk about that,” they said, noting the eco-friendly brand’s tree-hugging reputation at the time. “Everything I got was a dead-sale item: Swarovski crystals. I recreated the denim with vintage Levi’s.” The perception of a continuing fashion series has changed so much that there is now a TV show highlighting what creatives can make from something that doesn’t matter. The designer’s role in Upcycle Nation combines their love of fashion and innovation while highlighting their electronic aura. The actors were tasked with making clothes from a variety of items usually considered trash: used blankets, air mattresses, and various T-shirts. “I always laugh and say it’s like going to Chopped and all the other competition shows, but making it sexier, cooler, tougher,” LaMaar said. The show’s cast includes fashion junkies with a YouTube channel dedicated to upcycling, as well as 9-to-5 creatives, such as marine biologists and aerospace engineers.
