Live and Die – LA is an apparel-driven brand project deeply rooted in the culture, symbolism, and lived reality of Los Angeles. Central to the identity is the scythe and bones mark, a graphic emblem representing life, death, ambition, and loyalty. The symbol functions as both a visual anchor and a cultural statement, reflecting the duality of a city defined by aspiration and survival.
The project encompassed logo design, typographic systems, and apparel graphics applied across headwear and garments. Heritage lettering, distressed textures, and restrained palettes were used to give each piece a sense of permanence and authenticity, allowing the designs to feel worn-in rather than produced. Built around place and belief rather than trend, Live and Die – LA translates local culture into a cohesive visual language, creating apparel that carries meaning as much as it carries style.
