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Friday, December 19, 2014

YG and RVCA 9 Piece Capsule

Hip-Hop artist YG and the global lifestyle fashion and accessory brand, RVCA, have joined forces to create a capsule collection celebrating his upbringing in Los Angeles. The collection, hitting PacSun stores mid-January, will be available for preview at the Agenda Tradeshow in Long Beach, CA on January 5th 2015. 
YG appreciates the aesthetic of the RVCA brand and emulates the brand mantra, the balance of opposites, as a Compton raised, avid skateboarder. He and RVCA founder, PM Tenore, have a long-standing relationship and together, decided to collaborate. 

“Collaborating with YG was a lot of fun for the brand,” said PM Tenore, “I have travelled with YG through Europe, and spent time with him in Hawaii. While we were together, we discovered how his personal taste was similar to RVCA’s design aesthetic so we decided to capture his lifestyle through product and use RVCA as a platform to communicate it.” 
YG worked alongside RVCA’s design team to create a collection that express his creative interests that reach fans beyond the realm of music, and define RVCA’s identity and attitude, including key aspects: music, fashion, and street lifestyle. Photographed in Venice Beach, the West Coast lifestyle inspired campaign imagery was shot by famed photographer Mike Miller, who has worked with hip-hop giants such as Tupac, NWA, Snoop Dog, and Cypress Hill.
Available exclusively at participating PacSun locations on January 10th, the nine-piece collection features essentials including chinos, jackets, hoodies, t-shirts, and flannels, fusing both brands’ love for the West Coast.
“I’m excited to unveil the new collection I designed with RVCA. It’s the perfect blend of their street style and my own LA look. Each piece was inspired by the City of Los Angeles; which is where I grew up and what defines me as an artist. The collection makes the West Coast lifestyle accessible to everyone, hope you guys love it as much as I do 4hunnid!!!" States YG 
YG and RVCA will be celebrating their collaboration with an exclusive live concert at the Agenda Trade Show on January 5th, 2015 from 5:30PM- 8:00PM. All Agenda attendees will be able to meet the artist, preview the collection, and celebrate with RVCA at the Long Beach Convention Center.

About YG

YG's debut album, My Krazy Life, was a coming-of-age musical compilation of past life experiences that have greatly influenced YG’s music.  He chose to release the album on March 18th, the day before his five-year anniversary of being jailed for flocking, to represent his journey and growth as an artist since then.  My Krazy Life was a collaboration between YG’s independent label known as Pu$haz Ink and Jeezy’s Atlanta-based CTE label.  The relationship came to fruition after Jeezy came to Los Angeles and witnessed the movement that YG and DJ Mustard had created with their new West Coast rap sound.  Since then, Jeezy has taken YG under his wing, establishing a mentorship that played a dynamic role in influencing the direction of the album. For more information please visit: http://www.defjam.com/artists/yg/

YG recently made his acting debut in  “Blame It On The Streets,” a short film inspired by his critically acclaimed debut album “My Krazy Life.” The short vividly depicts life in South Central Los Angeles and gives fans a glimpse into YG’s “krazy” life.  YG co-wrote the script with Lucky Rodgers and stars in alongside Rick Gonzales and Jade Yorker. In it, YG showcases his acting chops and his uncanny ability to bring his lyrics to life. “Blame It On The Streets" also contains a soundtrack of 9 tracks, six of which are new, two of which are remixes, plus a live version of “BPT." The 9-track soundtrack includes collaborations from DJ Mustard, DJ Quik, Jay 305, Nipsey Hussle and Mac 10. “Blame It On The Streets” is now available for purchase at a retailer near you.
            
About RVCA

RVCA is the brainchild of company Founder and President, PM Tenore. Transcending the boundaries of traditional action sports apparel, RVCA is a design-driven lifestyle brand free from passing trends.

Established to promote the genuine integrity of RVCA’s subcultures while simultaneously giving back to the community, RVCA in essence is redefining the way the market views art and fashion as represented through the balance of opposites and how they coexist: water, oil; air, land; destruction, industrialization; art, science; foreign, domestic; order, chaos; past, present. For RVCA, it is about today, tomorrow and life as the big picture. It is about inspiring our generation, providing something of substance and culture and above all doing it with integrity and as a united family, a close-knit community www.rvca.com.

About Pacific Sunwear of California, Inc. 


Pacific Sunwear of California, Inc., together with its subsidiaries, operates as a specialty retailer in the action sports, fashion, and music influences of the California lifestyle. It sells a combination of branded and proprietary casual apparel, accessories, and footwear designed for teens and young adults. The company primarily operates mall-based chain of retail stores under the brand names of Pacific Sunwear and PacSun; and an e-commerce Website at pacsun.com, which sells PacSun merchandise online, and provides content and community for its target customers. As of May 29, 2014, it operated 619 stores in 50 states and Puerto Rico. The company was founded in 1982 and is headquartered in Anaheim, California. www.pacsun.com

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