Welcome to Asphaltgold, Free&Easy!
Lebron James leaves nothing to chance. And so it was no coincidence that in May 2018, at the press conference following his Cleveland Cavaliers' smooth 4-0 victory over the Toronto Raptors in the NBA Conference Semifinals, the basketball superstar wore the streetwear brand's "don't trip" cult hat Free&Easy wore. "Stay loose" is the claim, mutatis mutandis, which King James nonverbally held out to journalists who had publicly doubted his form in a subtly charming manner. It's exactly this laidback attitude of Californian cool and 70s surf heritage that defines Free&Easy 's philosophy. We are more than happy to carry the brand in our apparel portfolio from now on!
⟶ Go to Free&Easy in our online store.
Meanwhile, Lebron James plays for the LA Lakers and thus in Free&Easy's hometown. The mastermind behind the brand is Kevin Circosta, who has very vivid memories of the "Lebron effect." "When I woke up, I had countless emails and Instagram DMs," Circosta says. "I knew right away that 'something special' had happened." All colorways of the "Don't Trip" hat sold out overnight.
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Circosta knows the fashion preferences of the stars inside and out. Before founding Free&Easy, Circosta helped the likes of Beyoncé & Jay-Z, Paul McCartney and Kurt Cobain build their brands as a creative consultant. For his own label, Circosta focuses mainly on surf style and its bright colors. The hoodies, sweaters, sweatpants & Co. carry the California sun in their DNA - not least because Free&Easy produces its pieces locally in Los Angeles.
When it comes to collaborations, Free&Easy likes to go unusual ways. From their own beer with LA-based brewery Common Space to an 80s retro bike with State Bicycle Co, Circosta and his team have already treaded terrain beyond the pure fashion context.
We're excited to see what else is coming from the LA-based brand in the future. No matter what it is: everything comes in its own time. One step after the next. "Don't trip," in other words. Welcome to Asphaltgold, Free&Easy!
⟶ To Free&Easy in our online store
Author: Asphaltgold |