Larry Frazin, Partner, is a veteran of the music industry. He owned and operated one of the largest record promotion and marketing firms in the United States, Platinum Music and managed such musical superstars as No Doubt and Paula Abdul. Later, he assumed the presidency of 143 Records, conceived by acclaimed mega-producer David Foster. Frazin and Foster guided the label successes of Josh Groban and international superstars, The Corrs to an astonishing 30 million records sold. They sold the label to the Warner Music Group in 2002. Frazin went on to establish the first mobile agency for artists, providing image and voice content for aggregators and wireless carriers. He sold this business in 2005.
After many achievements in the music world, Frazin found his next mission in the eco space. His determination to contribute to the planet’s health and the emerging green culture found its voice in organic clothing. He discovered a void in the market: Most organic clothing was either bohemian-inspired or designed without considering fashion trends. His objective was to use his entertainment relationships to bring trendsetting style to the world of green apparel. Frazin, along with his partner, Sydney Holland whom he met in 2007, conceptualized a cool, organic tee shirt line at an affordable price-point for the mass market; thus LIV GRN was born. Frazin is especially gratified that he can give back to the environment while conquering a new industry.
Sydney Holland, Partner, has over 20 years experience in the fashion industry, from marketing and design to sales and public relations. Her work has helped put brands like Isabella Fiore, Hugo Boss, and the internationally acclaimed, Los Angeles based store Kitson on the map.
Putting her stamp on the fashion world, however, wasn’t enough for Holland. She wants to inspire the fashion-conscious consumer to become eco-conscious as well. In early 2007, she launched Zooey Green, a line of stunning designer graphic tees made of 100% organic cotton. In a bold statement of her enlightened motives, she partnered the brand with Healthy Child Healthy World.
Today, Holland is applying her fashion expertise and impeccable taste to “defining style and grace as green.” She and Larry agree that the flaw in today’s green apparel mentality is its exclusive focus on natural raw materials without regard for fashion appeal. Holland is approaching LIV GRN with a more encompassing philosophy, realizing that people like herself want to look good while helping the environment.
Crimson Alexander, an opera trained singer and partner in Across the Universe Records, comes to LIV GRN bringing with her an enthusiasm for changing our environment along with a passion for the fashion world. Crimson's experience in couture fashion, traveling the globe and attending fashion shows has helped her become well connected in the circles of marketing and merchandising. She has built close relationships at many of the country’s biggest coveted retail buyers, including Barneys New York, Neiman Marcus, Saks Fifth Avenue, and QVC.
Having an eye for the latest trends, Crimson is helping to make LIV GRN an eco friendly line that will fit into any lifestyle.