Mash Note
Los Angeles–based Sub-Urban Brands Inc., owners of the Whiteboy label, has launched a new line, Mash Culture Lab, targeting the 13- to 29-year-old youth market with a more-mass-market streetwear collection. Like Whiteboy, Mash Culture Lab will feature a rooster logo. “Whiteboy will remain one of our high-end, cutting-edge brands for early retail industry adopters and fashion trendsetters, while Mash Culture Lab will appeal to a broader consumer segment, with a commensurate potential increase in the revenue-generating market base,” said Joseph Shortal, chief executive officer of Sub-Urban Brands, which also owns the Black Jesus and PYT labels.
