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Details on Industry Insight.
Santa Ana, CA (February 2011) Split Brand, the innovative board-sport lifestyle brand that takes inspiration from its skate and surf team, is proud to announce the appointment of their original graphic designer, Mike Morton, to take on the re-launch of the Split men’s collection.
“I'm very excited to be back at Split Brand. After working in this industry for over 10 years, I can easily say that my time at Split Brand was the most creative and inspiring of my career,” said Morton. “When I heard Dave was re-launching the brand, I knew it was an opportunity I couldn't pass up.”
Morton was originally hired as a graphic designer in 2002 for the Split Brand where he worked closely with the design director. His responsibilities included developing the overall look and feel for the graphics that encompassed all categories of the apparel collection, catalogs, hangtags as well as the brand identity. In 2004, having a strong desire to get inspiration from another part of the world, Morton left Split Brand to travel throughout South America.
Upon returning to the States in 2006, Morton was hired by Sole Technology as a graphic designer and later promoted as head designer for all Sole Technology brands which included, Etnies, eS, Emerica and Altamont. In this position he was responsible for the design and development of all collections with major retailers nationally and internationally. Morton was later hired in 2009 to head up design for O’Quinn where he was responsible for concept, design and development of all graphic and apparel.
Today, Morton brings over 10 years of invaluable design experience to take on the re-launch of the Split Brand. “The key theme for the re-launch of the Split men’s collection is about getting back to basics with a strong focus on classic inspired fits, creative details, and minimal branding,” said Morton. The collection is focused and on point with Split Brand’s mantra to stay on top of innovation and creative expression. The color palette is unrestricted with room for some brighter colors in plaids and more subtle earth tones in knits and sweaters. Fabric highlights include a Chambray as a solid option in wovens, a dip-dyed heather henley with overlock stitch detail, vintage washed printed french terry in fleece, and a poplin blend racer-inspired jacket. Walkshorts and boardshorts continue to be a strong category for Split Brand. Standouts include a performance 4-way stretch solid, and a sunspot tie-dyed print boardshort. The denim fits have been revised and refined to include a new skinny fit, revised slim straight, and regular fit. Morton also takes close direction from both the technical and design needs of Split Brand’s team riders.
Sold in better department stores and specialty boutiques nationwide, Split Brand is designed for 18- to 25-year-old men. The collection retails for $20 to $ 88.
About Split Clothing Brand
Split Clothing Brand was acquired by Life Distribution, LLC in May, 2010 by its original founder David Patri. The brand was started in 1988 by design students in San Luis Obispo, California. The original idea was to create something unique. A common bond was built between friends around this premise. Graphics found their way to surfboards, skateboards, ramps and T-shirts. In 1990, still a garage business, the motto was "don't label me.” Not wanting to be pigeon-holed as a “surf” or “skate” company, Split became the first “cross board sport” company.
The Split brand grew with global distribution and became a major label for consumers in the mid 2000’s. The brand identity was updated at this time to establish a strong global brand message that revolved around their skate, surf and musical influences. The brand stayed focused on their skate and surf teams supporting the lifestyle that made the brand potent from the beginning. Known for always changing and staying on top of innovation and creative expression, Split will continue to push the boundaries of board-sport style. Split is currently licensed in Brazil and Europe.
About Life Distribution LLC
Established in 2009 when it acquired the Ambiguous brand label, Life Distribution LLC is a creative-driven distribution company with roots in music, art, fashion, sports and culture. The company’s mission is to get back to the roots of apparel and design. Additionally, with strong relationships to quality manufacturers in China, the company offers valuable strength in wovens, walk shorts, jackets and denim. Keeping the company small and focused, Life Distribution LLC’s staff has years of experience, and can take ownership of their specialization – making for a tight knit, cubicle-free, family.
Based in the heart of Orange County, CA, in Santa Ana, Life Distribution LLC designs houses a skate facility, art studio and mural space. Offering an artist collective organization called 4A “Ambiguous Addicted Artists Association,” Life Distribution LLC supports and works closely with a variety of artists and photographers for various projects and limited edition releases.