In January 2025, multiple massive fires ravaged my hometown of Los Angeles. Stricken with grief and sadness for all the destruction that affected our collective home and communities, I explored ways that I could give back to my city with the means that I could. I approached a childhood friend, who was similarly grief-stricken and in the process of starting a new clothing brand about creating a series of hats that honor the Palisades & Malibu, Altadena & Pasadena, and all of LA and the fire crews that worked so hard and risked their lives to protect us.
Category
Year
2025
STRENGTHS
THE PROJECT
The concept of The LAnd is an uncommon reference to a common name for Los Angeles. Designing the marquee symbol for the land that has raised us and molded us was crucial to this project. We created three unique hats in different colors, each corresponding with a particular area that was affected. Additionally each hat is fitted with a custom side embroidery referencing that city.
THE GOAL
50% of the proceeds made from each hat sold will be donated to community level charities in the different areas of Los Angeles. The goal is to get money into the hands of the people who know their communities the best and give them the means to rebuild it the way they love.
