At its peak, the Pacific Electric "red"-colored regional street-and-subway system, based in downtown Los Angeles, was the largest public transportation system in the world. It was funded by private wealth for the sake of commonwealth. Long before before the advent of computer technology, individuals became one hand-powered army that changed the world. Southern California's redcar system, larger than New York City and Boston combined (at its height) stood and endured as a reminder of the sheer drive and power individuals and communities are capable-of.
(Geographically speaking, we began what would become the RedCar Seven Co. in what was once regional division #7.) The “redcars” represented everything about Los Angeles that once was-- efficient, communal, pragmatic, democratized city-center life. Once the redcar system was literally torn-asunder (a story for another day), downtown Los Angeles itself seemed to become fragmented into oblivion.
Yet now, after nearly 70 years of LA car-culture, smog, disconnected burrows, and “dead-zone” roadways, a strange thing is happening: downtown Los Angeles is being re-discovered by this generation, re-inhabited, re-invented. And we're here to tell its story, in the clothes we make for you.
The innate power inside each one of us, and our force as communities, is at the heart of our what we mean as a brand. We stand for everything pragmatic, creative, and introspective. Our apparel and media content are curated to garner attention, curiosity, and provoke action.