Liv’n Out Loud! clothing line hopes to inspire dream-seekers

SEACOAST NEWSPAPERS
By Susan Nolan

Published: Fiday, July 8, 2005

HAMPSTEAD - Alyson Bruu and Kristine Fichera say their new line of clothing isn’t so much about what to wear, but about being comfy and living your life.

Their new company, launched in May, is called Liv’n Out Loud!, and they sell soft, 100 percent cotton sweatshirts and
T-shirts and other cozy apparel.

But, both women say, it’s clothing for a lifestyle for those who want to "live their lives out loud", people who are pursuing their dreams. And, say the best friends, why not pursue those dreams in comfort?

"This is how we see it. If you’re inspired enough to push your life to the limit, to feel the outer edges of your heart and soul,
to become the person you are truly meant to be, you might as well go there wildly comfortable, in cotton that is ultra soft,
in perfectly faded sun-washed tones. Clothing that has you written all over it." So says the introduction to the company on
its Web site, www.livnoutloud.com.

"When you have your favorite sweatshirt and your favorite T-shirt in your drawer and you come home on Friday and
you just want to jump in them because they’re so comfortable and so familiar ... that’s what this clothing is," said Fichera.
"It’s new but well worn." Fichera, 38, said she gave up a six-figure income in corporate America to pursue the dream of a business.

Bruu, 45, brings 28 years in marketing to the venture, she also brings the inspiration for the business.

When she nearly died after routine surgery a year ago, she and Fichera began thinking about the meaning of life, and
decided to pursue their own dreams. They wanted to create a business - one that had meaning. When, on vacation in December, they came upon the softest coziest sweatshirts they had ever laid their hands on and decided that was the
answer to a business. "When we came back home, I said Kristine, this is it. Why don’t we do it (a business) around these
pieces of clothing?" said Bruu.

They launched Liv’n Out Loud! May 24 and sales have begun, slowly, but ever so steadily, and it’s word of mouth as much
as the Web site itself that is helping them make a go of it from the start.

"The clothing is unbelievably comfy and cozy and cuddly, it’s clothing for your soul" said Fichera.

"You kind of have to see it and touch it and feel it," she said. "It’s different from a lot of things that are out there.
It’s the real deal."

The colors are cozy, too, say both women. Sweatshirts and T-shirts range in color from butter yellow to a canyon
sort of clay color. "You know how Ralph Lauren colors are? You don’t know whether it’s gray or green or a light purple? It’s colors that you can’t figure out," said Fichera. "We call them sunwashed tones, and they’re sort of looking like you’ve been loving them forever."

Much of their clothing bears the Liv’n Out Loud logo. Limited editions bear slogans such as "Forget Love ... I’d rather fall in chocolate," "Participate. Don’t just observe," and "It doesn’t matter when you do. It matters that you do it."

Liv’n Out Loud! clothing is about "feeling alive and empowered," said Bruu. "It’s spiritual enrichment."

"Our palette includes over 50 colors. We have 10 different styles of T-shirts and sweatshirts, three baseball hat styles, jewelry and tote bags," she said.

"The mission of the company is two-fold: to sell exceptionally comfortable ‘down-time’ clothing; and more so, to drive the Liv’n Out Loud lifestyle," she said. "As such, the interactive ‘heartbeat’ of the Liv’n Out Loud Web site is found in the
Lifestyle pages where people can read real stories from others across the country, or share their own Liv’n Out Loud story," she said. "This portion of the Web site is meant to serve as real-life inspiration to others - those who are looking to take on
the attitude that will enable them to live life to the fullest, to defy mediocrity, to not be afraid of feeling restricted by
self-imposed limitations," she said. "It encourages people to actually participate in their dreams."

The two women believe their comfy concept and comfy clothing will reach people who want to make a statement about
their lives. "There’s something about when you read or hear or say the words "living out loud", something happens. It certainly makes you pause and think about your own life. When you go on the Web site and you read about the spirit
behind this brand, it makes you reflect," she said.