Pull together an organic fashion line in four weeks?

We admit we were a bit skeptical. But over the weekend, we stopped by Alex Sum’s West Hollywood residence to catch a photo shoot for his upcoming line, 9Planet Universe, which debuts on Wednesday evening with an art installation and launch party at Zune Gallery.

Sum is the former vice president of creative for 7 For All Mankind, where he produced several flawless ad campaigns in Palm Springs and the Philip Johnson Glass House in New Canaan, Conn. for the brand’s premium denim and an sportswear collection (one that managed to resonate in the images, even if the vests and shirts are unfocused and not-so-appealing on retail floors).

Even a well-rested Sum talks in rapid-fire, run-on sentences that require attentive listening. On Saturday, having slept little over the past month since he had his fashion line epiphany, Sum was even more stream-of-consciousness.

But his pre-organic T-shirts looked great, and he’s enlisted heavy-hitting industry friends to model them, including Estella Warren and May Andersen, the Victoria’s Secret model who was prepping for her close-up with photographer Alberto Tolot. Below, a few behind-the-scenes shots.