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Aniki Denim is Raw and Elegant - Fashion as a Means of Honorable Expression in Los Angeles

Los Angeles, CA, April 15, 2007 --( A bold statement has been made by premier fashion collection Aniki Denim and not without merit. Mike Nehoray, founder and CEO of Aniki Denim, considers that Los Angeles fashion brands with conventional plotlines and happy endings are a bit blasé. Instead, he sees a need among fashion buyers for a brand that stands for a powerful state of mind. In July 2007, Mike Nehoray will put his fifteen years of apparel experience to use as he launches Aniki Denim: Raw and Elegant.

We have heard the clichés before about fashion for art’s sake, but none have built a brand based on principle alone. “I want Aniki to be everything. In Japan the word Aniki means older brother. Everyone needs someone to look out for them when they need it,” boasts Mike Nehoray, CEO of Aniki Denim, “and I hope to be your Aniki.”

Born in the Asian year of the Dragon, Nehoray saw this token of authority, dignity, honor, and success to signify the image of his future clothing line. At the early age of 15 he decided that his passion and his career were to be one and the same- fashion. By working in his family’s retail store in Los Angeles as a teenager he learned how to run a $2M business and by the late 1990’s, he was not only reaping the financial benefits of his hard work but also the dark path of excessive social drinking. The lure of the Hollywood lifestyle was strong and was almost the end of him, but with the help of his brother Nehoray got his life on track and began to create Aniki in honor of the mentors and loved ones in his life.

Mike Nehoray is convinced that despite all that goes on in Hollywood, there are a lot of down-to-earth people. To shake hands with established businessmen for $1M deals and a homeless man in the same day is common for this honorable man. The name “Aniki” became the name for his clothing line because it is an honorable and ancient word in Japanese that means “older brother” and implies an image of one’s guardian angel. Nehoray is looking to set new standards in the fashion industry by incorporating global influences in design, fabrics and materials to create a collection that stands for something—respect for self and for others. The Aniki creative design team is collecting pieces from every continent to develop the Aniki Denim clothing line for a worldly expression of the meaning of the word to him and the world.

“Just like a role model that guides you in more than just one area—Aniki represents everything that you need. Aniki is your guide in many areas of this life. Not just denim, tees, sweaters, shirts, accessories, jackets and more… this is a brand that speaks to you,” claims Mike Nehoray.

Aniki Denim: Raw and Elegant-- Established in 2002, is a full menswear collection that was created in the heart of downtown Los Angeles among friends and family with a fashion vision. With over 5 years to develop the business and collection, CEO and founder Mike Nehoray will showcase the premier collection in August 2007. The designs reflect the fusion of the art and philosophy of Asian and Western culture and tradition. By paying homage to our elders and for all life on this planet, we will find our true passion. Wear Aniki Denim and feel the difference at retail price points from $265 for denim, button downs for $130, $65 for tees, hoodies at $95, and cashmere for $220.

Contact Information
Sarah Pollack
(323) 781-2276

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