Bouncing back from the prolonging COVID-19 pandemic, Los Angeles Tourism announced their brand-new partnership with OBEY Clothing and House Industries on an exclusive, limited-time-only collection that captures the SoCal essence enthralled by the city of Los Angeles.
The collection dropped on February 11 and sports Los Angeles Tourism’s latest logo with a set of three other designs on a selection of tees and sweatshirts. Los Angeles Tourism, OBEY Clothing and House Industries have pledged to contribute all funds from the project to The Midnight Mission, a non-profit that aims to fight the problem of homelessness in L.A.
The energy that encapsulates the city of L.A. is like no other, often chased throughout differing locations across the nation. The distinctive cities that encompass the area are rich in culture, experience and opportunity, entailing everything that L.A. is notorious for.
For this upcoming collection, the collaboration sees this celebration of four differing locations in the L.A. area. Designs range from the price points of $34 – $77, honoring the distinguished cities of Venice, Griffith Park, Echo Park and the city of Los Angeles in total.
The collection is available for purchase at obeyclothing.com NOW!
Don Skeoch, Chief Marketing Officer for Los Angeles Tourism spoke to the new collection, stating, “When we launched our new brand identity, we received so many awesome messages from fans who wanted to see it on a shirt they could buy. We’re thrilled to partner with House Industries and hometown-based OBEY Clothing to create a special LA-themed line that also contributes to the higher good. It was important to us that 100% of Los Angeles Tourism’s proceeds go towards a cause so critical in Los Angeles –homelessness.”
CEO of OBEY Clothing, Steve Ternosky, expressed the excitement behind the collaboration, stating, “It’s exciting to get to work on a project based on your own backyard and the icing on the cake is getting to work on it with your friends. In this case, having the opportunity to represent the city we love and co-design a collection with House Industries, of which we have so much respect and history, is a perfect scenario for us. We would like to thank Los Angeles Tourism for solidifying the opportunity and their generosity to ensure the project gives back to the community in its support of The Midnight Mission.”
Andy Cruz with House Industries elaborated on the power of the collection, stating, “The fact that our artwork can help support people that are struggling makes the L.A. Tourism/HOUSE/OBEY collaboration even more impactful than just designing a defining logo for an iconic city.”
G. Michael Arnold, President and CEO of The Midnight Mission, detailed what the profits would be supporting, stating, “The Midnight Mission is delighted to be a beneficiary of this limited-edition capsule collection. Our goal is to restore people to self-sufficiency and combat the issues surrounding homelessness, and the proceeds from this project will help us provide individuals and families experiencing homelessness with a secure place to sleep and three nutritious meals a day.”