Sub_Urban RIOT is a modern independent apparel brand for those who want something different, and aren’t afraid to stray from the norm. We prefer not to cater to everybody. We like things a little off kilter, a little twisted, and that offer a little social commentary. There’s a little RIOT in all of us. Take some chances, make individual statements, and have fun while you’re at it.
Credo: Live by your own set of rules. The dividing line between just work, or just play isn’t what it used to be. Today, work/life/fun are all intertwined. Throw out old rules, and create a new set, your own set. Ditch the car, lose the big box retail, forget the suburbs, discover the subway, ride a bike. Set a new bar for luxury focusing on how you live your life versus the “things” you acquire. Start a RIOT.
The “Sunny” connection: In 2006, Sub_Urban RIOT began designing tees for the guys on It’s Always Sunny in Philadelphia. It started out with a few goofy tees, and over the seasons has become a planned part of the characters’ personalities. It’s a unique relationship that has allowed Sub_Urban RIOT and “Sunny” to have fun with the characters, and add some dimension to their roles and the ridiculousness they embody.
History: Sub_Urban RIOT was founded in 2006 in Venice, CA as a fashion industry collective. The name comes from the idea that a little contradiction and chaos can create new ideas and notions about how we live.
Design: collections focus on on-point necessities for the season. Designs are inspired by the classics, but offer simple modern execution, while at the same time keeping it bold. It’s a less-is-more design principal. Our intent is to keep seasonal assortments small, relevant, concise, and free of useless gimmicks.
Manufacturing: primarily USA based. Profits are smaller, but we enjoy keeping it local. All of our cut and sew operations are located within a 20 minute drive of Downtown Los Angeles, which keeps a little more money in the hands of real working Americans.
Flagship Store: The first Sub_Urban Riot store is located in Downtown Los Angeles, on 111 W. 7th Street, in the heart of the fashion district. Downtown has been our home since 2008, and represents a large part of who we are. It’s one of the most dynamic neighborhoods in LA: Great coffee, real food, friendly people, tons of dogs, and all types; from the ultra glam to the real weirdoes.
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