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Bike in Style & Summer Streets to promote green fashion in NYC

Jun '09
LVMH Moët Hennessy Louis Vuitton, the world's leading luxury goods company, announced that it will be a main sponsor of New York City's upcoming 2009 Summer Streets event. The announcement was made at a press conference held by New York City's Mayor Michael R. Bloomberg and Department of Transportation (DOT) Commissioner Janette Sadik-Khan this morning in McCarren Park in Brooklyn.

Debuted last year, Summer Streets closes a 6.9-mile route from the Brooklyn Bridge to Central Park to cars for people to run, bike, walk and take part in activities on three Saturday mornings in August – the 8th, 15th and 22nd. In conjunction with the beginning of Summer Streets, LVMH will unveil prototypes of the biking apparel designs created by the recently announced winner of its “Bike in Style” Challenge, Fashion Institute of Technology (FIT) student Jessica Velasquez.

“We could not be more proud to support Summer Streets, an event which makes the City a healthier and even better place to live in for all New Yorkers,” said LVMH Inc. Chairman Renaud Dutreil. “To us at LVMH, New York is more than a world capital for fashion and creation; it is a pioneer in promoting innovative, eco-friendly initiatives that improve the quality of life for all citizens. Summer Streets is an outstanding opportunity to rediscover the energy and beauty of this great City and also how good and healthy it feels to ride one's bike.”

The “Bike in Style” Challenge
LVMH Inc in North America, working with the Mayor's Fund to Advance New York City, the DOT and FIT, created the Bike in Style Challenge earlier this year asking student designers from FIT to create stylish, practical and affordable bike clothing and gear that New Yorkers would proudly wear in bicycle-commuting to work. The DKNY division of LVMH-owned Donna Karan International (DKI) mentored the FIT students and is developing the prototypes of the winning designs.

Mr. Dutreil added, “At LVMH, we do not see luxury in terms of products. We believe that luxury is a lifestyle that should be cultivated, even in tough economic times. Now more than ever, luxury needs to support an art de vivre and a better lifestyle. This is why we created the Bike In Style Challenge. The FIT students captured the enthusiasm and understanding we have seen in the younger generation for combining core values and modern necessities. A bicycle is a wonderful symbol of that and our support of Bike in Style and Summer Streets reflects our commitment to supporting Mayor Bloomberg's initiatives to make New York a greener, greater City.”

Judges in the Challenge included Renaud Dutreil; First Deputy Mayor Patricia E. Harris; Commissioner Janette Sadik-Khan; the iconic American designer Donna Karan; Celebrity Designer for DKNY Jeans Hilary Duff; Andy Darrell of the Environmental Defense Fund; and Dr. Valerie Steele of The Museum at FIT. Oscar-winning actress, environmental activist and face of the new LadyDior advertising campaign, Marion Cotillard, joined the Judges at an award ceremony for the winners which was held at the LVMH Tower earlier this month, on June 2, 2009.


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