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Dazzle me formal plans to shine

What does a person look for in a clothing line? Most would say they seek a line that provides diversity, reasonable prices, and a good image. Nichols senior Sean Heidinger, known as Seabass to many, is developing such a line. Along with Brett Mikoll, a student at Fredonia State College, he has started a clothing line called Dazzle Me Formal.

"Brett and I have been involved in multiple projects including music, traveling and the music industry; but this is a whole new endeavor for us. We feel like we are long overdue on this project and that because we like it so much, we should have been involved a very long time ago," says Heidinger.

With guidance from designers Adam Eve, and capital from Heidinger's mom, he and Mikoll set out to create a clothing company unlike any other. The clothes are well-crafted (all shirts are printed on 100 percent cotton shirts from American Apparel), and not conventional at all. "It's not your typical entrepreneurial clothing company that will design a cheap shirt in hopes of making a quick profit; this company will proffer different feelings and messages via clothing design and style," says Heidinger. "You can expect a variety of eclectic styles that will not be viewed as an ordinary clothing company."

All designs and company name are screened onto the clothing and manufactured by an outside company but Dazzle Me Formal plans to soon be manufacturing its own clothing, Heidinger says.

With such influences as H&M, Triple 5 Soul and American Apparel, Dazzle Me Formal offers both men and women's clothing, warm clothes and even a blanket to help customers survive the harsh winter weather of Buffalo. Heidinger says: "We put thought into everything that we release. We consider everything from color to weather during the product decision process. Usually it goes along the lines of 'If I saw this in a store, what would I think?'."

The line debuted Saturday at the Buffalo Icon at a concert that included performances from locals Umberland, Talking In My Sleep, Standard of Living, and headliners Cute Is What We Aim For. The company released two screen-printed tees for $12 each, one of which sold out, a women's shirt-dress for $20, and a fleece blanket for $20.

Heidinger has big plans for the future. "We plan to take this company as far as possible and accomplish as much as we can with it," he said. "We would like to eventually join hands with other local Buffalo companies and put together events, festivals, and release parties."

Dazzle Me Formal will be available at Elmwood stores and on the Web site once it is up and running. Prices will range from $12 to $20. You can check it out on the web at

Rachel Gruber is a senior at Mount St. Mary Academy.

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