Back when Tom Hirota moved to Los Angeles in 2007, he felt that the streetwear scene was dead on the West Coast. So, to breathe new life into the culture, he founded the clothing brand, 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 for a new line. True to form, the collection takes influence from the 80s and 90s, and features Snoop-inspired bathrobes, slippers, and tees.
Snoop’s son, Cordell, is a creative director for the line, which 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 new collection, why he felt compelled to start JOYRICH, how Snoop’s style and music was an inspiration for him, and his definition of the “new generation” of fashion.
