June 22, 2012

As a relatively young start-up company, we love watching the efforts of small, DIY-centric businesses like ourselves get the recognition they deserve (insert shameless self-congratulatory plug: here.) Even better, we love being part of it, especially when it includes a premium denim line, an art show, a live performance by Schoolboy Q and free booze!

Guerilla24, Daniel Cheong’s Hong Kong-based menswear denim line which features raw-Japanese selvedge, collaborated with BULLETT to celebrate selvedge-inspired art featuring new works by Brendan Donnelly and Sterling Bartlett. The artists’ unique style, referencing vintage Venice Beach tattoo art, San Francisco in the ‘60s, skate graphics of the ‘80s, etc., fit the brand’s counter-culture message and set the tone for an evening of rebellious revelry.

The day started with denim sampling for BULLETT friends and family, and included a meet and greet with Cheong to discuss the finer points of raw selvage denim manufacturing and care guides. The downtown LA location, Crewest Gallery, became a custom tailor-shop complete with a live screen-printing press turning out t-shirts and bags featuring the artists’ designs.

Donnelly and Sterling self-operated the screen-printing press during the evening’s RSVP-only event, gifting attendees with free tees and answering questions about the artwork on display. Specific artwork was sold in a silent auction to benefit The HeArt Project, an LA-based non-profit group that inspires students to stay in school and flourish in creative fields through arts programs.

Fools’ Gold’s Luke Top DJ’d the night, filling the room and outdoor alley space with a mix of world-inspired rock and instrumental dance jams. Schoolboy Q, a member of LA’s Black Hippy crew and author of our current favorite rap album of 2012, performed an unannounced 30-minute set of hits from his Habits and Contradictions.

A packed gallery and outdoor setting was made hospitable with the complimentary beverages from Beck’s, Bushmills Irish Whiskey and smartwater.

Our favorite part of the night? Listening to grown men discuss the finer points of denim, including fit and color, while enviably eyeing Guerilla24’s display denim around the gallery. We’re excited to see this brand grow in the US market, and for the pop-up shop that surely must be in the works!

Photography by Will Copeland

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