YOU MISSED OUT ON THE BEST ROJAS SALE TO DATE!

YEAH, SO....THIS IS MY FIRST OFFICIAL POST!

ANYWAY, FREDDIE AND I ARE CURRENTLY CHANGING THE BRAND'S DIRECTION. WE ARE REALLY GOING TO FOCUS ON BRANDING AND BECOMING MORE OFFICIAL FOR 2008. SOON WE WILL HAVE A BETTER WEBSITE, NEW TAGS, A RENOVATION IN THE STORE, ADVERTISING, AND HOPEFULLY THE RETURN OF HIS INFAMOUS RUNWAY SHOWS AND MELROSE ALLEY PARTIES!

WE WERE REALLY ANTICIPATING A FIERCE LOOK BOOK FOR OUR SPRING/RESORT '08 COLLECTION. WE THOUGHT THIS ONE TURNED OUT KIND OF AMAZING AND MOST DEFINITELY DESERVED ONE! UNFORTUNATELY WE HAD NO TIME BEFORE THE NEXT L.A. MARKET AND ENDED UP SHOOTING THE COLLECTION ON A MANNEQUIN AT THE MAG/NET SHOWROOM. IT WOULD HAVE TURNED OUT BORING AND A LITTLE TOO BASIC UNTIL WE DECIDED TO GET A LITTLE CRAZY FOR SOME "LIFESTYLE" SHOTS. THE RESULT? A TRUE SOUTH CENTRAL L.A. STREET VENDING EXPERIENCE! TRULY APPROPRIATE CONSIDERING THE FACT THAT SOME ITEMS FROM SPRING WERE ACTUALLY INSPIRED BY A PAIR OF CYCLING SHORTS WE BOUGHT FROM A LITTLE OLD LADY SELLING STUFF ON THE CORNER OF COMPTON AND ADAMS.

THE IMAGES ABOVE DO THE ACTUAL SHOOT NO JUSTICE. THOSE WERE SHOT WITH MY LITTLE CAMERA, BUT WHATEVS! YOU GET THE IDEA. THE SPRING '08 COLLECTION HITS STORES IN THE SECOND HALF OF JANUARY! PREPARE TO GAG! THAT'S ALL I CAN SAY. AND BY THE WAY, HIT ME UP IF YOU WANT HOLIDAY IN YOUR LIFE. THAT STUFF IS ALL UP IN MY FACE THIS WEEK. SOME OF IT SHOULD BE HERE NEXT WEEK. I KNOW YOU WANT THOSE GOLD SHORTS! AND THE TINY? THAT THING IS ON EVERYONE'S WISHLIST!