DBN: Made in LA
DBN (dude. be nice)’s mission is to inspire people to treat themselves and others better. With their target demographic being our future change makers, Gen Z and younger, they create video series, community resources for schools, and have an apparel line. In 2017, they re-launched their apparel to be Made in LA, in attempt to connect deeper with their community and support local business. With California in mind, the line was all about respecting family, connecting with friends, and having fun.
/ Art Direction
/ Apparel Design
/ Graphic Design
/ Styling
Creative Direction: Veronica Tolentino
Photography: Sami Draisen + Shane Lopes
Producer: Brent Camalich
[2017]
Most of the line consists of hand-drawn graphics, playing into the fun of "doing it yourself". DBN's goal is always to uplift and inspire others. There is an inherient relatibility in hand drawn graphics. Family scenes and community oriented sayings are meant to appeal to their mostly Gen Z audience. From doodles to belief systems, DBN naturally relates to the next generation.
This shoot took place in Whittier, an underapprecaited suburb outside of LA. We wanted to choose a location that was unexpected and community driven. We shot in local businesses that the community would recognize, but also intrigue out of towners.
We chose models that were full of personality. We sourced from a group of friends who had loud personalities and no problem expressing authentic joy.
