We recently caught up with Dom of URLA who informed ATA about all things URLA
Awesome Totally Awesome How did URLA start?
URLA We started the idea of URLA midway through 2013. When I say we, I mean myself (Dom), my cousin Cody, and the homie. Originally we created The Underrated Brand and eventually abbreviated that down to URLA, which really the people chose on their own. The brand stems from our love of our city and the many things it has to offer that aren’t so exposed. URLA is our way of showing that to the world while making it relatable to others who may have never been here.
ATA When did you change the name to URLA?
URLA Early on, the first year started using it as an abbreviation. And it looked better as a logo in our opinion.
ATA What is the message behind the POPO design?
URLA To bring awareness to exactly what’s going on in the streets of America such as cops beating on minorities. With the phrase can’t even trust ’em being apart of the graphic that’s my way of saying you can’t trust ’em so just stay out the way as much as possible to avoid those situations because we know what’s taking place.
ATA Describe how and why you came up with the URLA [Randy’s] Donuts design?
URLA Randys is a famous landmark in LA / Inglewood thanks to music videos and movies and we wanted to do like a spin-off of the Popo graphic into this one.
ATA Why did you include both a black and white cop in that image?
URLA To show that its cops in general that are out here slacking on their job, not just a certain race. In a sense showing that they’re a gang.
ATA Cojo, brought a crazy freestyle during Agenda, what is going on with his hip-hop career?
URLA He just recently dropped a track about a month ago and he has one he is releasing soon it could be any day now within the next two weeks you just gotta stay in tune with him at @urlacojo
ATA What are the plans for URLA over the next year?
URLA We plan on introducing more cut n sew pieces, showing our range and possibly a pop-up shop & umm.. well you just gotta see you never know what could happen.
ATA What are your favorite pieces in your upcoming collection?
URLA We’re proud of it all but I’m looking forward to seeing how the people respond to it.
ATA Where can our readers find you on social media and purchase URLA goods?
URLA Follow @URLAbrand on Instagram and Twitter; to purchase goods and view lookbooks go to URLAbrand.com