BTFL Studio Presents: SS24 “PCH”

Timeless Pieces Inspired by Pacific Coast

BTFL Studio, founded by Los Angeles natives Alejandro Rodriguez and Tomasa Calvo, returns with its Spring/Summer 2024 Collection. Drawing inspiration from the vibrant energy and laid-back lifestyle of the Pacific Coast Highway from Santa Monica to Malibu, from a Los Angeles native experience.

As Founder and Designer, Alejandro Rodriguez, puts it – “I grew up on the Westside of LA… it’s funny, because as easy as it would have been to walk to the beach every day during summer, I never did, and I NEVER felt like I grew up in a “beach town”. Ice Cube said it best in 1991: “LA ain’t all surf and sun”. I guess it’s true that we often take for granted the very things that deserve our gratitude. It wasn’t until later in life that I began to appreciate the beauty that my city had to offer and the influence it had on the rest of the world.”

With each piece reflecting the signature cool of BTFL, this collection introduces the reimagined Baseball Tee featuring hand-printed color blocking techniques, alongside the Mechanic Shirt adorned with one-of-a-kind name patches sourced from old factories and garages across the city.

Crafted with the modern man in mind, the Painter Pant embraces imperfections with its personalized hand-painted finish, while the Cargo Pants offer both style and functionality with their lightweight yet durable fabric and adjustable drawstrings.

BTFL's dedication to quality is evident in its traditional Japanese selvedge Denim, passionately crafted by artisans in Los Angeles. Hand-washed, sanded, dyed, and faded, each pair features a slouchier, relaxed fit, offering a modern yet nostalgic feel.

Embrace the essence of Westside LA with BTFL Studio's SS24 'PCH,' available now online HERE and in-store at Atlanta, DC, and Houston during regular business hours.