The Underrated Los Angeles Summer 2014 Release (Delivery 1)

The Los Angeles based street-wear brand, The Underrated Los Angeles, is looking to become more of a lifestyle brand with an urban twist, therefore, you will begin to see a bit more significance behind each design including some cut and sew pieces here and there. As the brand has started to make some noise worldwide in both Australia and Washington this year’s summer release has only yet to begun. Delivery one of this year’s summer release consists of a simplicity tee inspired by the great Hov’s Magna Carta Holy Grail album cover alongside their well-known “URLA” logo spread across a navy blue t-shirt. The newest addition to the brand’s look is their cut and sew hockey jersey, which also includes their “URLA” branded logo with a stripe here and there. This delivery is currently available now online. Look for delivery two to be coming soon.

Underrated Los Angeles Spring 2014 Lookbook

Just in time for the spring season, The Underrated Los Angeles releases yet again another simplistic lineup. The Los Angeles based line is looking to push culture forward by bringing forth their simplistic, but meaningful designs. The spring collection consists of a t-shirt baring the brand’s full length logo, a long sleeve shirt with the brand’s shorten logo that you may see often in the greater Los Angeles area, and finally their first pair of socks detailing a diamond “U.” All of these products will be available at 7PM tonight on the URLA website.

The Underrated Los Angeles Release their URLA Lookbook

The Underrated Los Angeles, otherwise known as URLA has been working on establishing themselves as a brand in their Los Angeles culture. Once establishing their foundation the brand will seek to reach across the country with their simplistic, but meaningful designs. In present street-wear culture you will see a lot of things going on, but what the culture lacks is its simplistic value that showcases different sections of the culture creatively presented on threads. That can be seen from URLA as they look to grow and move forward. Their URLA logo look book will be available on their website tonight at 7PM.

The Underrated LA Fall 13′ Release + Interview

Following their upcoming Fall 13′ release, which will consist of a few pieces we conducted a small interview to give the folks more of an insight on the process and message behind The Underrated’s latest releases. This brand is up and coming, but looks to make a lot of noise as they attempt to anchor street-wear and bring it back to its essence.

What was the creative process for this release?

 Putting our minds together and actually looking at whats going on in life right now.

Explain the significance of the logos and designs included in this release? 

First off the concept of URLA brand is trying to base certain products that we release on what is going on in Dom(Co owner) & Myself life. The first tee, Looks Are Deceiving came from me and the sport basketball I play right now. I’m not tall and not looked as a threat on the court because of my height, but in fact I am considered a great defender and can play the game, “Looks are Deceiving”. Now the other tee, Life Aint Fair Say Your Prayers. This tee idea came from what was going on around Dom and I live’s right now. How we have had people from our lives recently passed away or hearing about people passing away. So we decided to name this tee “Life aint fair, Say your prayers”. We did not want to make both of these ideas simple and plain designs so we added a switch up to it and contacted designers that we knew that could create what we wanted. Thank you Joe and Alex. We wanted to make these designs weird/funny and explicit/rated R so we added a little twist to it and thought of other ideas that would go well with those titles, as you can see on our fall tees,  to attract the crowd we are trying to reach too.

Your brand at this point stands where within the street-wear scene?

Nowhere near being in the scene. We are still looking at the scene from a distance and just learning how to run a brand. We are creeping in step by step. We have a WAYS to go.

What’s the brand’s goals moving forward from this release?

Building the brand and consistent customers.

What should the people expect from the next set of threads releasing?

They will just have to wait and see….

Urlabrand.com

Who is Who?: Cody Johnson of Hall of Fame

Before Los Angeles’ shopping district on Fairfax became one of the main attractions of the city, there were many like Cody Johnson. Young creative innovators who ate, breathe, and lived the street-wear culture and were responsible for basically being walking billboards for many of the brands before the fame. Brands such as Supreme, Diamond Supply Co., Hall of Fame, and even Alife and Reserve LA, which are two stores that do not have residence in that area anymore. But that was a long time ago before Fairfax is what it is as of now.

The street was more of a culture and family before this immediate growth in consumers to waiting in line for days just to get the hottest t-shirt. And on that note we are proud to announce that Cody Johnson is the newest member of the Hall of Fame team, a hat boutique specializing in distributing such rare hats. We also caught up with Cody for a few words he would like to share with everyone who is the shortest one in both of the images displayed.

“Never would i have thought I would be doing this 5 years ago. I’m really blessed to have the opportunity to do work/intern for bigger brands and thankful that I have people who want to help me.”

“Jesse, the manager at Hall of Fame, asked if I wanted to work the Big Sean event at Hall of Fame. I told him sure I would do it. The night of the event he approached me and asked if I was down and able to intern for Hall of Fame. I told him yea and would have to speak to my dad.”

“This opportunity is not only for me to brag and say I work for Hall of Fame on Fairfax, but this is and opportunity I get to learn and develop myself to run my own brand. Learn how to market, learn about products, etc.”

Underrated LA Re-release for Pop-Up Shop | URLA

Upcoming street-wear brand Underrated Los Angeles is gearing up to re-release their original logo for a pop up shop event that they are apart of. This pop-up shop will include various brands such as RILA, The Established, and FTP. This exclusive event will take place in Los Angeles of course(address on flyer), the more support the better so make sure you find time to head to their event.