La Jolla's Newest Licensee
True Love and False Idols is the latest brand to join the La Jolla Group’s roster of licensees.
The men’s streetwear brand, founded in Compton, Calif., in 2006, launched as a graphics-heavy homage to life in Los Angeles. The brand’s T-shirts and hoodies have been sold in specialty stores such as Fred Segal Santa Monica and Nordstrom.
La Jolla—which has specialized in licensing action-sports brands such as O’Neill, Rusty, Lost and Metal Mulisha—will take over the marketing, production and distribution of the brand. TLFI will relocate to La Jolla’s Irvine, Calif., headquarters, and, as part of the long-term license, Alex Erdmann, the brand’s co-owner and designer, will continue to head the line’s design.
La Jolla is characterizing the license as part of its diversification efforts. “LJG has built a versatile company with strong operational and service capabilities. This acquisition presents an incredible opportunity to enter new markets and build a young up-and-coming brand,” said Toby Bost, La Jolla Group’s chief executive, in a statement.
A release from the company said a yet-to-be-named sales executive will be tasked with growing TLFI’s specialty retailer and boutique account base as well as expanding into new distribution channels and international markets.—Erin Barajas
