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For Joyrich CEO Tom Hirota, Collaborating With Snoop Dogg Is a Dream Come True

Tom talks streetwear, inspiration, and the “new generation” of fashion.

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When Tom Hirota moved to Los Angeles in 2007, he felt that the streetwear scene was basically dead on the West Coast. So, to breathe new life into the culture, he founded Joyrich. Since then, the label has become one of the premium streetwear brands in the game, and to celebrate its 10-year-anniversary, Joyrich is collaborating with Snoop Dogg on a new line. The capsule collection takes influence from the ‘80s and ‘90s, and features Snoop-inspired bathrobes, slippers, and tees. 

Snoop’s son, Cordell, is creative director for the collection, and the line will make its debut at MADE LA (ma.de) on Saturday, June 10th. In anticipation of the event, MERRY JANE News sat down with Hirota to discuss the capsule collection, why he felt compelled to start Joyrich, how Snoop’s style and music is an inspiration, and his definition of the “new generation” of fashion.

Tickets for the event can be purchased here.