Mayor Eric Garcetti Monday announced the start of program aimed to support Los Angeles’ creative economy.
LA Original is a pilot program to spotlight and support the city’s creative economy and local manufacturers, Garcetti said. LA Original includes a logo, promotional campaign, and line of products from local makers with the program’s proceeds supporting creative entrepreneurs across the city.
“The creativity in Los Angeles is unrivaled anywhere else,” Garcetti said Monday in connection with the start of L.A. Manufacturing Week.
“Our artists and manufacturers feed the spirits and better the lives of people all over the world. LA Original showcases that legacy, brings support to a new generation of entrepreneurs, and raises awareness of the extraordinary makers who fuel the city’s creative spirit.”
The LA Original logo can be used by local makers, artists, and manufacturers to indicate that a product was designed, produced or assembled in the Los Angeles area, Garcetti said.
An initiative of the Mayor’s Fund for Los Angeles in collaboration with the Mayor’s Office of Economic Development, LA Original has engaged more than 20 companies and retailers that are making new creations for the LA Original line or merging existing products with the brand, according to Garcetti.
Products include T-shirts, bags, neckties, phone cases, glassware, skateboards, and jewelry.
The product line will be rolled out over the next few weeks.
“As an Angeleno, I have always been inspired by all of the different cultures in Los Angeles,” said Cisco Pinedo, founder of Cisco Brothers and Cisco Home.
“Everybody brings something to the table that is so different and that is what creates such a big explosion in creativity that we all benefit from. I think this program is brilliant. It was about time to highlight the rich culture of innovation, design and entrepreneurship that is in this city.”
Owner of Cha Cha Covers, Ana Guajardo, said she produces everything locally in Boyle Heights.
“…I take pride in the beautiful criss-cross of cultures in Los Angeles and understand the significance of supporting the local Angeleno economy,” Guajardo said.
During the pilot program, which will run through December, proceeds will support MADE by DWC, a social enterprise created by the Downtown Women’s Center, according to Garcetti.
MADE by DWC teaches creative and entrepreneurial job skills including sewing and candle making to women transitioning out of homelessness.
72andSunny, a Los Angeles-based marketing, advertising, and design firm, was the creative partner in the conception of the LA Original logo and promotional campaign, which includes a number of creative icons and institutions.
Among them are Kendrick Lamar, Danny Trejo, Dr. Woo, Shepard Fairey, Roy Choi, Frank Gehry, Compart*s, Sprinkles, the L.A. Dance Project, and the Los Angeles Philharmonic.
“As a passionate member of (Los Angeles’) creative community, this was a pinch-me project for 72andSunny and for me personally, the mark we designed represents the expansive creative culture and possibility of Los Angeles,” said Kelly Schoeffel, director of strategy at 72andSunny.
“It’s an invitation to fill this city with your imagination, and your ideas.”
The LA Original product line was developed in conjunction with CAA/Global Brand Group, and the products will be available for purchase at a pop-up shop at the newly redesigned Westfield Century City, opening Tuesday.
Products will also be available at the Library Store at the Los Angeles Public Library Central Library starting mid-October, and online through www.laoriginal.com.
—City News Service
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