Jul '09
Styled by "real-deal graffiti artists," the tops mix free, unconventional self-expression with colorful aesthetics for unique wearables that capture beat of the moment.
"I think it represents our youth, our culture and where we are as a people today," says Billionaire Mafia founder and designer Lana Fuchs. "So many young kids and young people are trying to express themselves through different media, and graffiti's one of my favorites."
Billionaire Mafia's Spring 2009 line of graffiti T-shirts launched in February, with over 300 retailers in the United States, Puerto Rico, the Caribbean and Canada carrying them.
The Spring 2010 line, in production now, will include T-shirts and hats. Fuchs says the collection is about "breaking the mold," a look she achieves by mixing the graffiti styles of the east and west coasts, as well as old and new.
"The designs are based off of typical graffiti style, from the early '90s to today," says Josh, a 13-year graffiti artist for Billionaire Mafia. "The aesthetically pleasing characters correspond with the bright colors and the softness of the characters goes well with the sharpness of the letters."
The collection is designed for the "young and young at heart," says Fuchs. "They are the ones who are not afraid to express themselves or be heard."
Upcoming, the company will sponsor an event called Treasure Hunt as part one of the Billionaire Mafia World Launch marketing campaign. Aimed at creating excitement about the brand through media and street buzz, Treasure Hunt is a 72-hour local Las Vegas contest that sends participants following a set of clues to find a Billionaire Mafia backpack filled with $20,000 (or more), a $25,000 limited edition gold and diamond roulette spinner ring, and many gifts worth more than $5,000.
"Treasure Hunt is designed to identify the city of Las Vegas as one that in time of need gives back to the people," says Fuchs. "In today's world of pessimism, a time of financial gloom, we believe that Billionaire Mafia will be a small shining bright light amidst darkness."
Fuchs also dedicates herself to philanthropy through Billionaire Mafia's non-profit organization, Mafia Worldwide.
"What's really important to me is homeless and battered children and teens," says Fuchs, who is branching out efforts nationally this year. "We're taking homeless teenagers and matching them with potential employers and finding them work."
The program pairs kids in need with mentors who teach them skills to function on their own, including balancing a checkbook, interviewing for jobs and paying for their own living expenses--"living the right way," says Fuchs.
A portion of Billionaire Mafia sales goes toward Mafia Worldwide, to help underprivileged youth achieve greatness.
BILLIONAIRE MAFIA
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