Alenver Underwear Makes International Connections at MAGIC Marketplace in Las Vegas

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Alenver announces the success of their participation in the semi-annual MAGIC Marketplace International Trade Show, Las Vegas in August. Their new underwear concept gathered rave reviews from attendees and members of the press at the international event, which connects global buyers and suppliers of men's, women's and children's apparel and accessories for a three-day event at the Las Vegas Convention Center and Las Vegas Hilton.

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Alenver exhibited as part of a most diverse mix of 4,000 companies, 5,000 brands and 20,000 product lines. Buyers spanning single boutiques to international retail chains attended the Marketplace to see a comprehensive range of apparel and accessories in MAGIC for men, WWDMAGIC for women, MAGIC kids for children, and Sourcing at MAGIC for design, fabric and trim manufacturers, studios and services. During the three-day event, Alenver successfully developed international working relationships with buyers from four continents - which is an exceptional result from a first time exhibitor.

Buyers and media alike responded positively to the innovative sexy underwear concept, which utilizes unique colors and metallic gold and silver to print motivating messages on the wide elastic of underwear and bras. The colors and designs look like jewels - allowing the wearer to make a fashion statement with their display. This concept has taken underwear to a new level as underwear accessory. The products' owners say that just as individuals accessorize with a belt or gold chain, now they can accessorize just by showing the elastic from their jeans.

Members of the press gave a warm welcome to the new collection. Ryan Watts, a TV2 Innovative Cable TV star was highly impressed and proposed representing the collection for the three stores he represents in Los Angeles. Fashion Nation Network and Jelly Radio filmed and interviewed the exhibitors. Christopher Boykin from MTB's Rob & Big and the Tapout crew posed for photographs and gave their support. Danny Trejo visited the exhibit and honored Alenver with his recognition. With attention from television, radio and print media, Alenver's image is destined to reach a worldwide audience.

Musicians in the music industry have already embraced this latest fashion innovation. Visitors to can identify well-known personalities who support the Alenver design initiative. Contracts with Pretty Ricky and plies will ensure the continued expansion of the product line through wider advertising and appeal.

The products' owners have succeeded in the European fashion industry for over 20 years. They have designed this innovative collection with worldwide appeal for men and women with trend setting designs geared for both comfort and style. All the underwear is made from a mix of 95% pure cotton and 5% elastane - combining for the most comfortable fit and sleekest of looks that underwear can offer. Since the arrival of the low-rise waist trend, the products designers tapped into this street fashion inspiration to take it to a higher level. With a dearth of expressive underwear in the fashion industry, the products' owners say this new collection seeks to make customers happy and their lives more fun.

Unique to Alenver's collection is the concept of showing the waistline with motivating messages seen on the wide elastic. The surprise of the messages is that they are reversed - allowing the wearer only, to see the true message in the mirror - the suggestion being that wearers can start their day in a specific mood and pick a pair of Alenver underwear to express it. Alternatively, wearers can pick their underwear as inspiration for their day. The wearer can make the choice to maintain the message as a personal self motivation or to wear it to communicate their mood to others. Current messages include money, bitch, die for 305, and fucker. Alenver's newest items to come out of production soon will feature angel and divine messages thus expanding their appeal to wider audiences with something different to say.

Color and style are important features of the Alenver collection. The men's and women's sexy underwear lines are designed to complement the new season's hottest color trends, with the classic black and white always available. Colors include purple, khaki, pink, fuscia, and dark brown. Contrasting bands of color with gold and silver designs provide the variety that wearers desire. Styles include boxers, bikinis, and briefs. The women's line also features lace in some styles. Bras feature a shimmering gold or silver line across the back for display with open back tops. With such a variety of styles, colors and messages, buyers can find the perfect underwear choice to match their individual personality.

The MAGIC Marketplace success of the Alenver collection heralds a bright future for the unique underwear innovation. With the endorsement of major retail, media and VIP personalities, underwear with a message is set to make an appearance on the world's stage, one decorated waistline at a time.


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Patrice Hallot
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