The kids of Cubao City are all grown up. Well, not really. But they have grown: THE Clothing has now stretched its hands and reached the shores of Los Angeles, California, USA. Expansion was deemed inevitable by the f(r)iends behind THE, dreaming of reaching stars but never forgetting their roots and supporting the local street culture and building the community.

“Featured in the collection are some essential designs that people of LA can relate to while holding down the distinctive style that THE exhibits. This was meant to send a message to the Los Angeles market: this is who we are, this is what we are capable of.” says Chuck Garcia of the recently released THE L.A. Collection. “LA is represented by THE as Lost Again; not only is it a little personal touch on the iconic image, but it is also the perfect phrase that exemplifies THE’s devil-may-care attitude.”

But why expand? Why LA?

Let’s look at the Lost Again concept. For the THE crew, it’s about taking risks, holding down and owning the opportunity once presented–sometimes even when there’s no opportunity at all. The THE boys have been breaking rules and making their own since day one. A whole ‘nother city in a different continent definitely won’t stop them.

The decision to wreak havoc in Los Angeles was a no-brainer. Never mind the practicality or the vast competition already present in L.A., this was about gratitude. Gratitude particularly to the Los Angeles street culture since it has been one of the foremost inspirations of the brand’s conception.