New Hero Is Classic, Comfortable and 100% Cotton

In the last 20 years, labels in women’s apparel have come and gone by the hundreds. Some go so fast that we never get to know them; others stay until they become almost legendary. New Hero is one of those labels that is now a legend.

Michael Gold and his partner, Calvin Vainstein, who founded the company in 1974, have maintained the original New Hero principle of classic, simple and livable clothing of 100% native American cotton. They own the patent on this particular fabric, which originally was a 6.8-ounce industrial-strength cotton. Gold and Vainstein saw the durability in this fabric, removed the sizing to achieve a softness and created the New Hero look.

This California-based manufacturer has an outlet store in North Hollywood adjacent to its main office and factory where New Hero devotees make weekly visits to take advantage of the bargains. Outlet inventory is made up of overruns, discontinued patterns, slightly flawed pieces and some samples.

My first New Hero outfit was a pastel pantsuit with pants that had a drawstring waist and a loose top with three-quarter-length sleeves and two strings at the neck that were never tied. My kids called it my “surgeon suit.” I loved the look and the pajama comfort and bought one after another until I had one in every color. That was about 18 years ago, and the pants and top together cost around $50 then.

New Hero’s design line has expanded considerably since its 1974 beginnings. The product comes in many styles, from Mandarin-collared jumpsuits to ruffled dress to hooded jackets and trench coats and a variety of different separates that are available in major stores and boutiques all over the country. The surgeon suit is long gone, shirred elastic waistbands have replaced the drawstring, but the fabric hasn’t changed. Every piece is made in a 100% cotton fabric that doesn’t need ironing. Just wash, dry and wear.

To get rid of any wrinkles, spray lightly with water and leave on a plastic hanger overnight. It’s no wonder that so many cruise-bound vacationers call to find out where they can get New Hero at a good price.

Gold is tuned in to the environment and uses only cotton fabric because it is recyclable. New Hero diligently recycles in the dying processes, water and electrical systems in its plants.

The prewashed and preshrunk native American cotton fabric comes in four weights and many dazzling colors, mostly solids. At straight retail, all the pieces are fairly affordable for most budgets: $82 for the dresses, $38 for a pair of pants, $58 for a blouse, $52 for skirts and $32 for shorts. The highest-priced item in the inventory is a lace blazer that runs $192.

The cost reductions are drastic in this 1,000-square-foot factory outlet. Dresses run $15 to $20, pants $6 to $10, blouses $10 to $18, skirts $11 to $18 and shorts $5 to $6. That $192 lace blazer is on the racks at the outlet for $49. Sizes range from 6 to 28, so the larger woman has a field day here.

New Hero’s outlet store, Bizarre Bazaar, is at 5539 Riverton Ave., North Hollywood. Open 11 a.m. to 3 p.m. Wednesdays, Fridays and Saturdays. Cash only. (818) 763-4361.

Geri Cook’s Bargains column runs every Thursday in Valley View. Questions about shopping may be sent to her, in care of Valley View, Los Angeles Times, 20000 Prairie St., Chatsworth 91311. Letters will not be answered individually, but topics of general interest will be discussed in future columns.