Photos by Kitkat Pajaro
The extreme sports scene is intertwined at every junction; from surfing, to BMX, to skateboarding, among others, each sport and industry finds itself bumping into another at any given point. Based in London, the cult-followed extreme lifestyle brand rocked waves during the 80s into the 90s with its iconic loud graphics, playful styles, and neon colorways. More importantly, Life’s A Beach, or L.A.B., made that connection between all the different extreme sports, way before the X-Games or other brands thought of it.
Pioneers within the scene, the brand blew up the decade with looks worn by revered skaters Bill Danforth, Jeff Phillips and young Mike Vallely. It was a welcome pop of well-curated flashes of colors, with a side of more muted looks; the constant was the in-your-face aesthetic, and bold prints like their L.A.B. Bad Boy Club spinoff brand logo. Fast forward past business splits and branching out, the brand made like the Avatar, and vanished when the scene needed them the most. 21 years later, they come back with a vengeance, bringing in OG F&F collaborators Greg Finch and Fergus Purcell fronting L.A.B.’s resurrection.
This S/S 2019, the PH is blessed with our first introduction to the Life’s A Beach, which you can cop at Hoodwink. They somehow brought their original designs into a fresh 2019 via time capsule, in both ways, sticking true to their sartorial guns while not looking out of place in any streetwear fit. Thanks to modern fashion tech, you get even crazier prints, and louder colors. Our favorites are the beach bat tie-dye open collar short sleeve shirt, and acid washed jeans with Life’s A Beach plastered all over it.