Awesome Totally Awesome - URLA

Everyone’s Looking For The Next Supreme: Check Out URLA

I love fashion as an art form.  I’m (probably unhealthily) obsessed with finding the best T-shirt possible.  Moreover, due to my punk rock upbringing, I’m always searching for something new–outside of the mainstream.

Brands like Supreme are what they are.  Much respect for being able to start from the underground and become a worldwide obsession (and an economy in and of itself), but other than a few yearly cops, I’m not really interested in dressing like a streetwear Ken doll every day.

Like music and good art, most of my favorite T-Shirts say something–evoke emotion (laughter, anger, confusion, or the ability to reminisce), and cause people to think, “What the Fuck?”

So, while many are content to wear the latest version of a Thorny Rose or Smiley Face T, I’m obsessed with finding a T-shirt or brand that speaks to me.

URLA is that brand.

Consisting of individuals from the FTP family, URLA was born out of Inglewood, California (the City of Champions), with their brand reflecting the lives and struggles of middle-class urban youth, who were born and raised in Los Angeles.

URLA’s designs bleed style and are honest, powerful, and (sometimes) controversial.  Everything they drop is flex worthy.

Much of their message deals with the tenuous relationship between the LAPD and the urban community.  Such tension can be found throughout their designs.  They also have clean, logo designs, wearable for any occasion, and even produced merch for hip-hop legend MURS.

Follow them on Instagram @URLAbrand and be quick to cop their latest drops, which sell out immediately.

While you’re at it, check out their YouTube channel and keep an eye out for one of their founding father’s Cojo who is breaking necks with his lyrical assault, reminiscent of hip-hop legends from days past.

Awesome Totally Awesome - URLA

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

Awesome Totally Awesome - URLA
Awesome Totally Awesome - URLA
Awesome Totally Awesome - URLA

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For those of you who cannot afford Supreme gear at retail, let alone aftermarket pricing, Supreme will soon be offering a budget line called Supreme Market, featuring items conveniently priced below $40.00.
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