THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Wednesday, September 7, 1994 TAG: 9409070062
SECTION: DAILY BREAK PAGE: E5 EDITION: FINAL
SOURCE: BY MONIQUE WILLIAMS, SPECIAL TO THE DAILY BREAK
LENGTH: Medium: 67 lines
THE NEXT TIME YOU feel like you'd like to ``tie one on,'' your favorite watering hole may not be the place you go. .
With no fear of a hangover, your gin and tonic may be something you'd want to wear.
Stonehenge, the company that gave us molecular vitamin ties is now offering a limited edition of ties with names like Bloody Mary and Screwdriver that recreates the molecular structure of 10 popular alcoholic beverages.
Combining art, science and fashion has proven to be a winning combination for the New York company, which got its first major break in 1992 with what, at the time, sounded like an oxymoron - the Jerry Garcia tie.
But transposing artwork onto neckwear worked. The Garcia ties became conversation pieces and collector's items.
Later, the company developed the Miles Davis collection based on artwork by the late jazz musician.
What followed was the Vitamin collection, featuring the patterns of vitamins as seen under a microscope. The ties became an instant hit and an educational tool for the U.S. Department of Agriculture, the American Medical Association and the Council for Responsible Nutrition.
The president wore one, as did Republican Sen. Orrin Hatch of Utah on the other end of the political spectrum.
To celebrate the 25th anniversary of the first Apollo landing, Stonehenge recreated the molecular structure of lunar samples such as lunar lava, lunar soil, lunar breccia and meteorites collected during the Apollo mission.
Stonehenge's current line of ties, ``The Molecular Expressions Cocktail Collection'' is a partnership with Mothers Against Drunk Drivers (MADD).
What does scotch or beer look like under the microscope? A kaleidoscope of brilliant color that you could probably experience if you drank plenty of the stuff.
And that is the central message of the collection. Don't drink and drive.
By joining MADD in its fight against drunken drivers, Stonehenge is spreading the message to a wider audience. The proceeds from the sales of the ``Molecular Expression Cocktail Collection'' will benefit MADD.
``Given the impact that Stonehenge `Molecular Expressions' neckwear has had in revolutionizing men's fashion, it's exciting to think that these designs from nature could similarly affect America's attitude toward drinking and driving,'' said John Tesh, MADD spokesperson and host of ``Entertainment Tonight'' on television.
The tie designs are photomicrographs taken by scientist Michael Davidson at Florida State University, and a portion of the proceeds will also benefit the research lab at the university.
``Based on the success of our previous collections,'' said Irwin Sternberg, Stonehenge's president, ``we know that the fashion community will respond by taking a more serious stand against drinking and driving and that lives ultimately will be saved.''
The collection is available in four to six color combinations at suggested retail prices ranging from $28.50 to $32.50. The ties bear a hangtag that identifies its alcoholic beverage and the logo of MADD.
What's next for Stonehenge? Sternberg would only say, ``Our next collection will give men the inside scoop of today's coolest fashions.'' ILLUSTRATION: Photos
STONEHENGE
``Molecular Expressions Cocktail Collection'' ties are, clock-wise
from top left, Tequila, Gin and Tonic, Kamikaze and Champagne.
by CNB