Emerging Company To Make Awareness Fashionable Through Genetic Art

“In Our Genes” Combines Science, Fashion and Compassion

Online PR News – 22-October-2010 – – Phoenix, AZ ( onlineprnews ) October 22, 2010 - ( http://www.inourgenes.com/ ) In Our Genes (IOG) is the first genetic-art clothing line for the mass market; a green line of apparel featuring genetically rendered DNA prints of some of the most challenging diseases. The branded apparel comes with a charitable tie in, making IOG the frontrunner in fighting, managing and eliminating our most notorious ailments by combining science, fashion and compassion.

SCIENCE: Dubbed the founding father of genetic art by Newsweek magazine, In Our Genes founder Darrin Grandmason idealized a product that puts substance behind style. IOG utilizes stylish apparel and prints the genetic footprint of a specific disease on a stylish piece of apparel.

The concept behind the ( http://www.inourgenes.com/ ) genetic art came about when Grandmason, a microbiology student, ran his dog’s DNA through a simple cheek swab and created an abstract portrait. After friends and family started asking questions, Grandmason had the idea that the concept could help create awareness and start a conversation.

FASHION: IOG has designed a signature clothing line that will be a daily reminder for those affected. Grandmason considers the line a “permanent get well card”. All IOG’s apparel features a consistent message of awareness, will and optimism through its trademarked “Know. Fight. Thrive.” prominently displayed on all garments.

The IOG line features organic cotton, all made in the United States to create a green line of clothing. Prevention and early testing (Know) along with money devoted to research (Fight) and messages of hope (Thrive) all work in together to help combat illness.

COMPASSION: IOG fights to make a difference through disease research and personal messaging. Through donations and personal messages, IOG strives to start a revolution by fostering the conversation of awareness with a personal touch. A portion of sales will be allocated to actively fight disease through the company’s 5 for Thrive program. The program guarantees that five dollars of every garment sold goes directly to research, regardless of selling price.

The potential impact has already caught the attention of industry leaders. Michael Bassoff, President of ( http://www.tgen.org/ ) TGen Foundation says, “By supporting this cutting-edge research, In Our Genes (IOG) will ensure that this important work continues to progress, while promoting awareness and providing hope to patients and families around the world.”

IOG has created and patented an innovative “Intent and Declare Panel” where customers can write private messages on a panel located on the back inside of the shirt. A permanent fabric pen is included with each purchase. The message is kept private on the inside of the garment, not visible on the outside of the fabric. This allows individuals to write personal messages of hope privately on the garments.

“If In Our Genes reaches even half of our goal; millions of dollars will flow to genetic research and the charity groups involved.” Grandmason says. “That is the force for good we want IOG to be. This is not a hobby for us, it is our purpose.”

For more information visit www.inourgenes.com or call 602-550-1810.

About In Our Genes

In Our Genes is a Phoenix based company that combines science, fashion and compassion with the mission to eradicate disease one piece of clothing at a time. Darrin Grandmason is the founder of In Our Genes and created the concept after taking an advanced microbiology course. Grandmason started the company DNA Artistry, which pioneered genetic imaging and was the first to offer this type of art.