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New LA Basics Brand Bruce Heart is Edgy, Elegant and Ethical

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What do you get when two vegan Aussie-turned-Angeleno BFFs with a combined Instagram following of nearly 350K set out to create an ethical fashion line? In addition to a super-hot lookbook lensed by local party photog Rony Alwin, the result is Bruce Heart, a new LA-based basics brand created by social media queens Elle Howard and Rylee-Breen Maver.

Named after pink-tressed co-founder Howard's cat and the Oz-bred blogger duo's matching heart tattoos (awww!), the label is all about "appreciating our commonalities while embracing our differences" with ethically-made and sustainable wardrobe staples produced in Downtown. Launching online tomorrow, Bruce Heart's debut range is a trio of luxe solid and print tees ($59.95 a pop or $149.95 for the set), with a portion of proceeds benefiting animal welfare organizations.

Take a peek at a few more lookbook shots and find out how to toast the new line IRL at their launch party in Hollywood tonight.

Into their cause? Head over to Warwick (6507 W Sunset Blvd) in Hollywood at 10pm to meet the babes behind the brand and score a peek at the merch itself. In addition, the founders are joining forces with the Ian Somerhalder Foundation and Good Planet Media for a 100% sustainable party. How's that for good karma?
· Bruce Heart [Official Site]