Fresh fashion from young entrepreneurs

They're young, but they're savvy; they're inexperienced, but they're crafty. They're today's 20-somethings, and faced with an ailing economy and a tough job market, they took matters into their own hands. Now, they're providing Long Island shoppers with some of the most fashionable products on the market.

KINGS OF COLE

WHO Elana Brynes, 24. From Manhattan, Boston University.

WHAT A line of luxury loungewear. Sweatshirts and sweatpants are oversized "boyfriend" style and come in acid-washed colors with signature rose gold hardware. "The sweatshirts are long enough to look great over leggings," Brynes says. The Kings of Cole style is minimalistic with an attention to detail, but Brynes uses special logos to help causes in need, like her "BYE-HATER" hoodies that support anti-bullying.

HOW  After researching the loungewear market and designing products she believed shoppers were missing, Brynes had them produced overseas. Then, she walked into retail stores with nothing but a confident speech, soft sweatshirts and an outgoing personality and convinced them to sell her products. Within a few months, her favorite stores were all selling her designs. "I sort of believed my company into real life," she says.

ADVICE "Do your homework. I did my research and found a hole in the market so I could make something that couldn't be found anywhere else," Brynes says. "I also used social media to find out what customers are looking for. The most important thing is just going for your dream. Fear is the only thing that can hold you back."

CELEBRITY FOLLOWING E!'s Kardashian sisters, actress Gwyneth Paltrow, singer/actor Justin Timberlake, R&B artist Trey Songz, performer Beyonce and fitness guru Tracy Anderson are all fans of the brand.

BUY Kings of Cole apparel is sold on Long Island at Lone Star Jeans in Plainview, National Jean Co. in Commack, Williston Park and Woodbury, Shag in Roslyn and Singer 22 in East Hills. Also available online at kingsofcole.com. Sweatshirts range from $154-184, sweatpants are $138. A T-shirt collection will launch in spring 2012.

WAMPUM

WHO Lennon Ficalora, 25, and Marley Ficalora, 22. From Montauk, Evergreen State College and University of Miami.

WHAT A Bridgehampton store dedicated to skateboarding and lifestyle clothing. The brothers make their own products and also sell their favorite high-end skateboarding brands, which they handpicked from all over the country. They have an in-store screen printing service featuring logos by local artists.

INSPIRATION "My brother has always been an avid skateboarder and strongly believed that the East End needed a skate shop,"  Marley says. "He wanted to bring the local skate community a place of its own." Lennon and Marley started handing out stickers with their information on them at local train stations, bus stops and restaurants. They then created a website, used social media to promote and grew their store. 

FAMILY TIES The Ficalora brothers opened Wampum in a space directly behind Helen Ficalora, a popular jewelry shop by their designer mother.

BUY Wampum is located at 2487 Main St. in Bridgehampton. The store is open seven days a week from 11 a.m. to 7 p.m. Call 631-537-6007 or shop online at wampumny.com.

AESTHEDDICT

WHO Thomas Louie, NYU, Evan Cohen, University of Delaware, and Zack Feinberg, SUNY New Paltz. All are 29 years old and from Manhattan.

WHAT The three artists got together in 2006 and formed a company based on "an addiction to aesthetics," hence the name. The clothing line consists of unique graphic T-shirts for men and women, all designed by Louie, Cohen and Feinberg and many inspired by New York City. "There's a duality to our style," Feinberg says. "We wanted to evoke classy, old school New York and also new, young, vibrant New York."

KEEPING IT LOCAL "We started out with a lot of ideas," Louie says. "We had the creative ability; designs were pouring out of us, but we lacked the application." The friends started out making their products themselves, but when their means of production was outweighed by demand, they made connections with New York print shops and cut-n-sew shops. "All are locally based, which means a lot to us as New Yorkers," Louie says. 

THREE'S COMPANY "The key to us working well together is to take the business seriously, but not forgetting that we are all friends first," Cohen says of being in business with his high school buddies. "We all have our unique strengths, but we're all artists and we're all visionaries -- this has been important to our success."

BUY T-shirts range in price from $24 to $38. Aestheddict is currently working on finding stores that fit their brand, but customers can shop online at aestheddict.com.

PLAYFARER

WHO Founder Sean Goldfaden, 24, from Manhattan Beach, Calif., University of Miami, and partner Jakub Hejl, 22, ex-national basketball star from Prague, University of Miami. "You can find Jakub in the custom Armani suit from Italy . . . I'll be the guy with pink boardshorts and a neon green watch," Goldfaden says. 

WHAT A build-your-own sunglasses company geared toward college students to allow them to express their personal style and sport their school colors. "Our company style revolves around three things - cool, simple, customizable," Goldfaden says. Playfarer also hosts build-your-own sunglasses events, teaming up with charitable organizations to raise money and brightening bar mitzvah parties.

GETTING STARTED Goldfaden was able to get the company off the ground when he took first prize at an entrepreneurship contest at his university, winning $10,000 with which he ordered his first sunglass shipments -- 6,000 pairs broken into pieces waiting to be assembled into custom orders.

READING LIST  "When you find something you love to do, reading books about that topic is a piece of cake," says Goldfaden. "It broadens your horizons far wider than your natural creativity could ever allow, and has given me hundreds of ideas tricks, and a ton of great advice." His top picks? "The Long Tail" by Chris Anderson, "Thank You Economy" by Gary Vaynerchuck and "Business Stripped Bare" by Richard Branson.

BUY Playfarer is extending to a few New York campuses this year, starting with Syracuse University. Goldfaden also travels to New York City and Long Island for special events, such as bar and bat mitzvah parties. Wayfarer styles are $14 and orders can be made at playfarer.com. Aviator styles are coming soon.

PAPER HEARTS VINTAGE PHOTOGRAPHY

WHO Karen Ruffini, 22, from Wantagh, Dowling College, and Tina Lohan, 23, from Patchogue, Dowling College.

WHAT A vintage-inspired photography company that comes with two fashion-minded stylists and a range of outfit choices for men and women. Ruffini and Lohan are known for their picturesque engagement shoots and have moved into weddings, birthday parties and baby photos.

STYLE Created by two girls who first bonded over a great pair of boots, Paper Hearts has a strong sense of style. "I love vintage inspired photos- men wearing vests with slacks and a bow-tie, or even an Irish cap," Lohan says. "I love anything that's full of lace, muted or light colors with a lot of accessories." Adds Ruffini, "We tend to work with our clients on what they wear to our shoot, because we stress the fact that a beautiful outfit can completely turn a picture into this remarkable piece of art." The photographers named Ruche, Urban Outfitters, Anthropologie and thrift stores among their fashion inspirations.

BUY Ruffini and Lohan are based on Long Island and travel up and down the East Coast for events. Portraits are $500, price of shoots varies. To schedule a photo shoot, email lovepaperhearts@gmail.com. To learn more, visit lovepaperhearts.wordpress.com or facebook.com/paperheartsphotography.