Footwear News, / December 15, 2015 –
Sportie LA and Keds collaborated again for the holiday season with their special Movember kicks — and the pair has taken the partnership a step further.
The Los Angeles sneaker haunt and the brand have given their special collaboration shoes to the staff at Melrose Umbrella Co., one of Los Angeles’ hottest new bars.
The male workers got “The Mustache” style, while the female staff received the “I Heart LA” sneakers. “Umbrella Co. has been getting lots of great press. They really are the leaders when it comes to craft bars,” said Sportie LA co-owner Isack Fadlon.
According to The Umbrella Co. website, the bar ” pays homage to the history of the post-prohibition era, and the rebirth of America’s culinary contribution – the cocktail.”
The building in which the Melrose Umbrella Co. is housed was built to celebrate the end of prohibition. The bar was founded by childhood friends Austin Melrose and Zach Patterson, who have become friendly with Fadlon.
Sportie LA, which celebrated three decades in business this year, continues to collaborate with a variety of major athletic names, including Keds. The brand, too, has been working to refuel excitement through its buzzy partnership with Taylor Swift.