La Jolla adds a brand to its portfolio

The La Jolla Group has obtained the master license for streetwear brand True Love and False Idols.

The move is part of the company’s diversification strategy and a way to tap into the growing streetwear market. Currently, La Jolla has the license for O’Neill Clothing, Lost Clothing, Rusty Clothing and Metal Mulisha.

“LJG has built a versatile company with strong operational and service capabilities. This acquisition presents an incredible opportunity to enter new markets and build a young up and coming brand. It also marks LJG's commitment to partner with its retail clients and bringing ‘newness’ to the retail floor,” La Jolla CEO Toby Bost, right, said in a press release.

La Jolla will be adding a sales executive to grow the brand's national account base that includes high-end specialty retailers, boutiques, and other distribution channels, and tap into opportunities in the international market.

TLFI will be based out of La Jolla Group’s corporate headquarters in Irvine, CA, starting today.