Fetty Jewelry Launches Zodiac Line

Semi Precious Weapons’ Justin Tranter flaunts his spankin’ new celestial designs

By Adrienne Urbanski
Published: April 8th, 2009 | 11:15am

For most musicians, music is just a side job to their day job. However, for Semi Precious Weapons’ frontman Justin Tranter, jewelry design is a side gig he fell into while working as a fulltime rock star. Tranter started his Fetty line of jewelry as an addendum to the merchandise offerings available to his fans. The jewelry, however, began selling faster than the t-shirts, even catching attention from those who weren’t familiar with his music. Tranter used his ingenuity and launch his own line along with a business partner. The result was Fetty — a line of necklaces and earrings that hit the public via a launch party on Tuesday, March 31st in New York City’s Soho area at the Rock and Roll Hall of Fame Annex.

The party itself was packed with snooty reality television stars (Project Runway’s Christian Siriano was present for the majority of the event, loudly laughing at those whose outfits he considered to convey a less than sense of style) and hipper-than-thou twenty-something girls bedecked in trendy designer ensembles. Tranter performed a set with his glam, over-the-top band, putting aside his normally acerbic wit in favor of a friendly smile to perhaps curry favor from those less familiar with his music and perhaps more familiar with the buzz and excellently executed PR surrounding the launch of his line.

Tranter says that the line reflects a similar aesthetic to his music by“taking something pretty and fucking it up.” The Fetty name itself is short for “Pretty fucked up.” Tranter says that his designs are about taking cute and pretty standard jewelry designs and then adding a “sexy twist to it.” Tranter envisions the designs being worn by “a rocker girl as a part of her everyday outfit, but by a preppy girl when she wants to add a twist to her outfit.” His current designs are done entirely in light catching metals (perhaps reflecting Tranter’s band’s name), featuring jewel encrusted hearts, gold chain links, and shiny gold revolvers as necklace pendants.

While Tranter’s music and over the top, flamboyant persona may not appeal to more mainstream culture, he clearly hopes to achieve widespread popularity. His new Fetty Zodiac line will be appearing shortly on the racks at both Barney’s and Urban Outfitters.

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Fetty of Brooklyn's Official Website