Camp Freddy performs at the Roxy

Velvet Angels Makes Heavenly Music

New Brand Pairs Up With Camp Freddy Concert Series

HOLLYWOOD, Calif. (May 27, 2008)—Former L.A.M.B. footwear designer Joe Ponce is no stranger to the music industry, so it’s no surprise that the president and creative director of Velvet Angels, along with CEO Jeff Yachever, would choose to sponsor a concert series to promote their new brand. Every Thursday night during the month of May, Velvet Angels welcomed Camp Freddy, a band comprised of a mix of rock stars from other groups, to Hollywood’s popular music venue, Roxy on Sunset. Camp Freddy’s star power not only comes from the band members themselves, which include Billy Morrison of The Cult, Dave Navarro from Jane’s Addiction, Matt Sorum of Guns N’ Roses, Scott Weiland from Stone Temple Pilots, Chris Chaney from Jane’s Addiction and Donovan Leitch, but also from the group’s rocker friends who often make special appearances on stage. Thursday night’s special guests included Sugar Ray’s Mark McGrath, Incubus’s Brandon Boyd, Tom Morello of Rage Against The Machine, '80s pop star Tiffany and more. For Ponce and Yachever, this partnership was a natural fit as they’ve been friends with some of these stars for more than 20 years.

Velvet Angels' Peep Show

“We wanted to send outward images that we’re associated with rock music,” Ponce tells WSAToday.com. “We’re not like biker and skulls; we are a very sophisticated rock and roll brand. We were echoing back and forth between image and fashion; what fashion should look like from a rock perspective.”

Velvet Angels' owner Jeff Yachever with Chris Chaney from Jane's Addiction and Camp Freddy

Each show opens with a performance by the Darling Stilettos, an all-female punk rock dance group who perform in one of two styles provided by Velvet Angels: Catty, a T-strap sandal with silver bullet adornments, and Peep Show, an ankle boot with a sweet peep toe. Fans then enjoyed '90s rock favorites including the band's unique rendition of the Sex Pistols' "Pretty Vacant" featuring the Pistols' Glen Matlock on bass and Tiffany on vocals. Guitarist Morello and vocalist Boyd joined forces for Jane's Addiction's "Mountain Song". The evening closed with the Darling Stilettos returning to the stage to accompany the band's rendition of The Stooges' "I Wanna Be Your Dog".

But the Camp Freddy concert series isn’t the brand’s first musical endeavor, nor is it likely to be the last. Velvet Angels was also a sponsor at Coachella, Southern California’s annual three-day music and arts festival, at the end of April. Plus, the brand has plans in the works to be involved in upcoming fashion shows and other events.

Catty by Velvet Angels

Velvet Angels, which was inspired by Ponce’s experience growing up in Venice, Calif., first launched in February at The WSA Show and has continued to roll out styles all year. “We designed a whole year’s worth of product and then we’ve been trickling it out to the market,” Ponce says. But by spring ’09, the collection should be on track with the industry’s traditional schedule. And although Ponce was reluctant to give too much away, customers can expect a little more edge from the next line. “With our first maiden collection we…ended up with a broad range of shoes and some were a little on the conservative side. We found out that our girl wants the edgier styles,” Ponce says. “The new collection for spring ’09 pushes that envelope further forward.” Ponce promises wild colors, unique patterns and funky embellishments.

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