CREATING

Lavar was a BMX inspired California streetwear label that I launched with Michael Ardelean in 2004. Over the course of five years we developed Lavar into a brand with distribution across the globe and products in some of the coolest boutique shops from Korea and Japan to Paris and New York.

We started Lavar with a flyer and a couple of t-shirts, sourced and printed by an old acquaintance named Julio from somewhere in East LA. It quickly became seasonal product launches, ads in magazines, managing a team of the coolest sponsored riders, shooting photos, designing graphics and products, building websites, while having fun in the process and still working other jobs.

For Lavar we took inspiration from Californian Lifestyle, mixed with the creativity of BMX and 80's Skateboard culture - A relaxed vibe, but with the grit of Los Angeles. Because yes, there's Hollywood glitter and money, but not where we hang out.

Next to coverage in BMX related media, Lavar received coverage in international lifestyle magazines, like Lodown, Vice, Streetwear Today and Complex, as well as on sites like Highsnobiety, Hypebeast and many others. These images are just some of all of the graphics, products and photography we did during those years.

In the end Lavar faded out when I moved back to Amsterdam. Initially that was good for distribution and sales in Europe, but eventually the distance, time difference and pursuit of other goals caught up with us. It also didn't help that we lacked the funds to grow as our margins were too small. And we didn't want to take on outside investments, so we were left with some money made and a great experience.

With help from and thanks to my partner in Lavar, Michael Ardelean as well as to creative contributor and team rider, Jim Bauer. 

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