The term “streetwear” has, in many ways, come to mean the literal opposite. These days it's flashy and even trashy, with a blingy, sporty vibe that's as caustic as it is comfortable. It's basically club-kid chic. And no L.A.-based brand has tapped into what this should look like better than Joyrich. Founded by Angeleno Tom Hirota with help from creative director David Melgar in 2007, the brand started off reinterpreting retro style with a modern flair, and along the way it evolved into a defining brand all its own, popular with ravers, rappers and rockers alike. From luxury designer logo tweaks to big-time hip-hop star collabs, Joyrich's hoodies, dresses, jackets and more demand notice, emblazoned with everything from Nagel art and Fiorucci angels to Mickey Mouse and the Playboy Bunny itself (all licensed, natch). Joyrich is an L.A. style smoothie that never ceases to lose flavor, and its funky, floral-printed flagship store on Melrose is where everyone can get a taste of the latest trends.
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