Fashion Revolution Takes Vintage to New Class

Online, June 15, 2011 (Newswire.com) - The newest fashion establishment Etiquette Vintage Design blends classic university style and retro vintage, yields a refreshing addition into the mainstream fashion pipeline, not just in the classroom, but on the runway.

Richard Eric Renteria, Etiquette's Founder and self-proclaimed aficionado of the 1920's thru 1960's fashion era, began a social movement of sorts in an effort to reinvigorate the importance of classic preppy style. "I felt like society was getting lazy and unruly," states Renteria. "I felt like kids on campus were slacking in dress and manners." Renteria's affinity for women wearing tea dresses to grocery stores and men wearing four-piece suits to an all-American baseball game is captured in the authenticity of the woven collegiate sweaters and letterman blazers he distributes in Austin and Dallas.

Etiquette was featured in a fashion show at this year's South by Southwest (SXSW) Music and Film Interactive. Renteria's energy in hosting his first-ever fashion show generated buzz in the blog-o-sphere, secured a number of TV interviews, and spread quickly to the West Coast. Etiquette's fashion icons have been featured on film sets and photo shoots in LA., but his plans include international fashion shows and a whirlwind of branding throughout the United States.

Social responsibility is at the heart of Etiquette. Renteria believes "everyone should give back in some sort of way," and his high-end fashion retail boutique donates money to a book fund to help college students pay for much needed textbooks. Renteria is the newest face to the highly-competitive world of fashion industry and has ambitions to usher a new wave of preppy collegiate style that will be embraced by all walks of life from underground DJ's, law students, Texas Alumni, and everyone in between. The fashion rings deep within the roots of Austin but goes beyond the Lone Star State.

To purchase your unique collegiate sweater or blazer, visit Etiquette's website and scroll through the gallery and pick the sweater that suits you and your inner college girl or boy.