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CA SUMMER June 17 2009 CA New Releases
Part one of our summer line is in the online store now.
CA & SONS There are a few things that I associate with summertime. Slip n' slide, iced tea, biking through North Hollywood, and the brand Maui & Sons. I have loved the latter since I was a child. The brand embodied California culture, the spirit of nature, and an irie lifestyle. I wore their gear all the time; ones with simple branding design, others with the signature shark on the surfboard. Because it was such an influence during my youth, we took their logo, simplified it to a simple black and white, put our name on it, and released it at the most appropriate time. It's on both a tank top and a t-shirt.
THE LOS ANGELENO This one is derived from the magazine, The New Yorker. The publication is literary, controversial, eccentric, and satirical. Perhaps that's done deliberately - to convey a typical New Yorker. With that in mind, we were challenged to convey a typical Angeleno by means of a t-shirt. So we decided to use the price on the magazine to help us out. The price one pays as a Los Angeleno is cultural immersion. My original idea was to use sanity because sometimes you go crazy just trying to keep up here. But cultural immersion implies adapting. In a city so diverse, we adapt to and absorb the different people, values, traditions, places.
STRIPED CA V-NECK I don't have anything fancy to say about this one. It's simple. It has stripes. And it's a unisex v-neck t-shirt.
Photos by Alex Rapada
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