Last night saw the brave (considering the economy) launch of a brand new eco-casual apparel company. LIV GRN celebrated its 100% organic, U.S.-made fashion line at the celebrity-favorite Kitson boutique on Robertson.

Shoppers and party people crowded into Kitson’s courtyard, sipping cocktails and wine and nibbling on hors d’oueuvres by Tres LA (they were described as “ecolicious” in the press release, but I’m not quite sure what their green claims were).

Self-described as “a unique lifestyle brand dedicated to perpetuating the health of our planet,” LIV GRN’s founded by fashion veteran Sydney Holland and music industry veteran Larry Frazin. Maria Menounos, host of Hollywood Green on Planet Green, served as the host for the launch party.

LIV GRN’s fashions are all soft, comfy-looking casual pieces, at least for now, with prices ranging from $42 for shorts to $106 for a hoodie — which many may consider pricey, but will sound like a steal for the Juicy Couture crowd. Better yet, 10% of each sale’s donated to Global Green, an eco-nonprofit well-known for working with Hollywood celebrities to draw attention to environmental issues.

You can find LIV GRN fashion at both Kitson’s L.A. boutique and online store.

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