FALL ’10 NOTES:

The latest horny toad collection is an evolution for us, a renewal — and at the same time, a return to our roots.

A couple of years ago the design team did some soul-searching and out of that came 4 elements that are essential to everything we make (well, really everything we do.) The four points make a kind of compass that guides our design process.

What you are seeing today is the first complete collection to roll out guided by that compass and we’re stoked.

Utilizing the compass gave us a wonderful sense of freedom, direction and possibility — which is exhilarating and definitely fires up the creative juices.

We kept core styles and fabrics that we still believe in strongly, things we really want to wear. In the process we let some things go and created room to breathe new life into the line.

We largely drew inspiration from the roots of classic American design, summoning and kind of celebrating the spirit of the iconic blue-collar craftsman. Americana feels instinctively and naturally right for us — it’s just who we are. We’re tapping into an idealized past that ironically also feels like the future. A fine balance between vintage and modern world sensibilities. This collection offers wholesome, rugged yet graceful basics, updated with sustainable elements and an ageless appeal. These clothes address both a pleasure and a need and represent long-term value and seem the perfect response to these tougher times.

This season is our rite of passage and you could say horny toad is coming of age.