Made for LA.
Hoodrich introduces New Wave: Drop 2, the latest collection from the Birmingham-born streetwear brand, inspired by the authenticity and cultural rawness of Los Angeles.
The New Wave collections are exclusive to www.hoodrichuk.com, representing a more mature approach to streetwear and a change in style, mindset, and ambition for the brand.
Featuring the heavyweight denim Heritage Collection alongside heavyweight fabrics, refined fits, branded details, and considered stitching to elevate key pieces while maintaining the Hoodrich identity.
The campaign is centred around real product and real people. Across eight different parts of LA, each telling individual stories, Hoodrich explores the people and communities that shape the city, bringing together talent including ACKRITE, Sukii Baby, and M1llionz, alongside local creatives, pillars, and business owners from the community.
The link-up with M1llionz comes as a follow-on from the brand’s existing relationship with the Birmingham-born rapper, this time taking place at the iconic LA River for an acapella capture, due to be released on October 8th.
Some of these stories reflect the From Nothing To Something mentality at the heart of Hoodrich, celebrating individuals who have built something for themselves, created their own opportunities, and shaped their own path.
Rather than simply featuring talent in the collection, the campaign gives a platform to the people behind the culture, capturing their journeys, environments, and ambitions alongside the product.
PHOTO CREDIT: Courtesy from the brand
