I was first introduced to FRUiTS back in 2014 while working with famed women's streetwear brand Hellz Bellz (HLZBLZ). Lanie (Miss Lawn if you're a real one), had a bunch of copies and I was immediately hooked. Being able to bring it full circle and collaborate with such an iconic force in the fashion world was truly a dream come true. Here's how it all went down.
We met Shoichi Aoki at ComplexCon 2018. Our booths were near each other and he had a wall of film photos that if you were smart enough to ask, he would let you pick one and stamp it with his signature. I knew I had to hover around the booth a bit so we could talk and as the weekend went on we spoke more and more. We said our goodbyes that Sunday and kept in touch. Soon after sparks of the collab started and needless to say, we did it! Below are some photos from the collection, our campaign shoot, shot by Randy Nakajima, product photos of some the tees, by a look into the official collaborative FRUiTS issue we did, as well as some graphics that didn't end up making the final cut.
Haley and Tiffany shot by Randy Nakajima*
3 pieces from the Lavender x FRUiTS Magazine collection*
Our pitch to FRUiTS to let us curate an exclusive issue of the magazine.*A few excerpts from the issue itself. Limited to 100.
These were the designs that didn't make the final run. Maybe one day we'll do a part two with FRUiTS Mag and these will see the light of day. Peace!
]]>As two kids from The Valley we always knew starting Lavender would mean putting on for the SFV. We couldn’t be more proud to be from here and as a brand, we want to create a fun environment and a safe place for us all to grow just like The Valley provided for us. Below are photos of us and some friends that wanted to share their love for the 818.
Hi, it's us.
Meet Gabrielle Pulgar, she was born and raised in the 818, traversing Chatsworth, Canoga Park, Reseda, Winnetka, and Northridge. She’s an amazing graphic designer with an emphasis on publications and visual identities.
“As years go by, I grow to appreciate the valley more and more. Home to the immigrants, the workers, the families, the lost, the restless, the rich, the up and coming, the dreamers—I appreciate it all for everything it’s given me the chance to learn.” - Gabrielle
THE BOYS! Ok story time. For those that don’t know we (Claudio & Matt) used to work at Primitive back in the day when it was still a shop. Ron was the manager/buyer at the time and Mike was an og-og at the shop. Naturally we have a lot of love for these two, and everyone else there tbh, brothers and sisters for life.
Fast forward, Mike has the most grown up job and makes hot beats and Ron has done a million things which has led him to his most recent chapter over at NTWRK. Valley legends for real.
Born and raised on the east side of the SFV in Mission Hills, CA. Aldo manages and operates a photo booth company - @missioncityphotobooths (named after San Fernando 💯) Runs and owns music label called @criminalizedsfv that releases almost only exclusively LA/SFV based bands. Plays music hardcore/punk bands called Section H8, Human Garbage, & Expect the worst.
Known Aldo for like 15 years now and reps The Valley harder than anyone we know. Definitely keep up with what he’s got goin on.
We had Val give us the full run down cause she’s got so much goin on, we didn’t wanna miss anything 😅 but her family owns businesses in The Valley and she, herself, owns a few as well.
“I am a product of two resilient immigrants who chose to raise their children & build out their dreams in the SFV. After studying business at SDSU I was eager to come back & do the same. I am currently the owner of Camp La, a private training gym & Lichis Mex, a Mexican restaurant named after my dad. My goal has always been to encourage & provide resources for the youth to live out their craziest of dreams just as my parents did and encouraged me to do so myself. If you ever have a business idea, need a gym or are looking for the freshest yet authentic Mexican food, you know where to find me.”
The future 😤
“Olea here reporting straight from the valley, currently tapping in from life’s ultimate playground–Pacoima, California. My passion is the hustle but I happen to be talented in several trades–I’m a DJ, an academic, a student, a community liaison, a connector of dots? I’m an army swiss knife who’s putting things together as he goes. What I would like for my existence to mean to my people more than anything, is proof that we are unbound to the laws of zip-codes, you’re hardwired to rewire, the world is big but your mind is bigger… let it marinate for ‘em.”
“I’m Jereme Wijesekera, multi-disciplinary designer straight outta Panorama. For nearly a decade, I’ve worked on projects that range from UX/UI to brand and graphic design for cool and corporate (boring) clients. Now I’m flexing my fashion design muscles with my new endeavor @goodlaborclub, with a goal of using clothes as a medium to revitalize the earth and our hoods.”
All my music people from everywhere, Sergio runs an amazing record shop and venue in San Fernando called @midnighthour_sfv and it’s loaded with gems. Definitely add it to your list next time you’re in the mood to go digging. All the photos you saw from the last few days were taken on their corner too 🤝🏼🤝🏼
]]>We teamed up with our favorite Koreatown party people TFTI for a small capsule and party at Lock & Key! Featured is a 14oz heavyweight t-shirt and a classic-fitting gym short in a matching lavender set.
]]>
We’ll be donating 50% of all profits to United We Dream, an organization that helps immigrant youth and DACA recipients.
United We Dream is the largest immigrant youth-led community in the country. We create welcoming spaces for young people - regardless of immigration status - to support, engage, and empower them to make their voice heard and win!
Made up of over 400,000 members as well as 5 statewide branches and over 100 local groups across 28 states. Over 60% of their members are women and 20% identify as LGBTQ. They are made up of fearless youth, fighting to improve the lives of themselves, their families and communities. Their vision is a society which celebrates our diversity and believe in leading a multi-ethnic, intersectional path to get there.
We truly feel the work UWD are doing is so important, so please pick up a tee if you can or to find out more and donate directly, head over to www.UnitedWeDream.org
]]>It's been a few years since we did one of these and even then, I'm not sure we dove too deep. As our first entry for your new favorite blog we wanted introduce ourselves and Lavender, aka Lavender Studios, to everyone that's joined the family over the years who don't know us personally. Us being Matt and Claudio, a.k.a. Design Papi.
From there Matt went on to work with brands such as Hellz Bellz and Rokit while writing for BeStreet Magazine (It was short lived) and is now working with XLARGE, X-girl, and Real Bad Man. Claudio eventually left Primitive to pursue graphic design by getting into Art Center, working with Josh Vides to help open Side Project on Fairfax, as well as doing design work for Childish Gambino, Pharrell's (Something in the Water), Patrick Mahomes, Lena Waithe, and more.
At the end of the day, Lavender is meant to pull out a feeling in each of you. Its meaning is different for everyone, some think of the flower, some think of its healing properties, some a smell or a taste, and then of course that color. Heart eyes forever, she's really got it all.