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Our Story

110 South is a Los Angeles based streetwear clothing company. The significance of the name and logo comes from the 110 Freeway which is the main artery that runs through the heart of Los Angeles. The simplicity of styles and colors in the brand is inspired by West Coast streetwear culture and fashion through music, art, style, car / motorcycle culture and diversity.  We rely heavily on our abilities to produce quality garments shared by those who are proud to represent that West Coast lifestyle.


110 South was established in 1998 by Eric Hirokane (Rest In Peace). Throughout the years since Eric’s passing, the brand and vision have been continued by the efforts of Eric’s sister Laurie and 110 South associates.


Over the years 110 South has had the privilege to have the support of many legendary music groups and artists such as Boo-Yaa T.R.I.B.E., Mausberg (RIP), DJ Quik and camp, Hi-C, Suga Free, The Game, Snoop Dogg and Tha Dogg Pound, Ice Cube, WC, DJ Crazy Toones, Mack 10, MC Eiht, Spit Fiya, Bishop Lamont & Stylie Ray.  As we continue to grow, we look forward to fostering a platform for established as well as raw talented artists.

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