We Speak Brands
HAWKS SHOP AND ‘HONOR ROLL CLOTHING’ TO LAUNCH LIMITED-EDITION PEACH-THEMED APPAREL
Unisex Shirt and Hoodie will be Available to Purchase Beginning This Saturday at the Hawks Shop at
State Farm Arena
ATLANTA, GA, Jan. 26, 2023 – In advance of Black History Month, the Hawks Shop, the official team store of the Hawks, collaborated with Atlanta Fashion Week to select local Black-owned business Honor Roll Clothing, a unisex lifestyle brand dedicated to utilizing creativity to challenge the perspective of culture, to design limited-edition apparel for fans. Inspired by the team’s PEACH City Edition uniforms, the joint effort involves a limited-edition shirt and hoodie designed by the co-founders of Honor Roll Clothing and the Hawks Brand Merchandising Department. These items are available for purchase at the Hawks Shop across from Gate 1 at State Farm Arena when the team takes on the Los Angeles Clippers on Saturday, Jan. 28.
“We are excited to team up Honor Roll Clothing for this limited-edition capsule which truly embodies the iconic Atlanta style while still repping the Hawks,” said Hawks’ Senior Vice President of Brand Merchandising Amy Serino. “By sharing our platform with this amazing brand, we continue to stay ‘True To Atlanta’ and empower local creators.”
In October of last year, the Hawks and Atlanta Fashion Week (ATLFW) identified Honor Roll Clothing as a local brand that goes beyond retail and supports the Atlanta community. ATLFW is the ultimate resource for fashion designers and represents fashion as a conduit for expression in design, music and visual arts.
“Through this collaboration, ATLFW and the Atlanta Hawks are both committed to creating opportunities that fosters equity and inclusion for independent brands,” said Angela Watts, founder of Atlanta Fashion Week. “We appreciate the Atlanta Hawks supporting our mission of giving independent brands like Honor Roll the positive push, they need to shape a sustainable future for their business.”
Honor Roll Clothing was founded in 2010 by Blair Caffey, Chris Duncan and Darnell Shepherd. The lifestyle brand is dedicated to utilizing its creativity to challenge the perspective of culture. Honor Roll’s clothing uses inspirational phrases and imagery to cultivate the community.
“Honor Roll Clothing is proud to partner with Atlanta Fashion Week and the Atlanta Hawks for this limited-edition collection,” said Duncan. “Together, we embody the soul and heart of what makes Atlanta great: perseverance, creativity and heritage.”
To learn more about Honor Roll Clothing, visit HonorRollClothing.com. To learn more about Atlanta Fashion Week, visit atlantafashionweek.co/. For tickets to the Hawks game on Saturday, Jan. 28, visit Hawks.com/Tickets.
# TrueToAtlanta #
ABOUT THE ATLANTA HAWKS
Committed to entertaining and uniting the city of Atlanta since 1968, the Atlanta Hawks & State Farm Arena, under the leadership of Principal Owners Tony Ressler and Jami Gertz, continue to build bridges through basketball by following its True to Atlanta mantra. On the court, the Hawks’ exciting young core is led by All-Star point guard Trae Young as the organization received the NBA’s top ranking in overall in-game experience for the last two seasons. Off the court, the Hawks organization focuses on positively impacting the lives of Atlantans through providing access to youth basketball, fighting food insecurity, and the recent transformation of State Farm Arena into Georgia’s largest-ever voting precinct for the 2020 elections. The Hawks family also includesthe College Park Skyhawks (NBA G League) and Hawks Talon Gaming Club (NBA 2K League). Atlanta Hawks Membership, which includes your seat for every home game for the 2022-23 regular season, is on sale now at www.hawks.com/membership or by calling 866-715-1500. For more information on the Hawks, log on to www.hawks.com or follow us on social media @ATLHawks.
ABOUT ATLANTA FASHION WEEK
Atlanta Fashion Week (ATLFW) is committed to evolving into a global fashion destination with the mission of celebrating diversity, innovation and creativity in fashion. Our primary goal is to create an interactive hub for fashion designers where trend-setting work is celebrated before it reaches a mainstream audience. ATLFW is the ultimate resource for fashion designers and represents fashion as a conduit for expression in design, music, and visual arts. For more information about Atlanta Fashion Week, please visit: www.atlantafashionweek.co .
The last decade has seen an explosion in the creative industry. While navigating the rapidly changing landscape, many creatives have to adapt to the gig economy; freelancing. Creatives are always doing something, going somewhere, or connecting with their audience. The cliche, “your network equals your net-worth”, is important when identifying the rooms and spaces that generate exciting authentic connections. Especially in the city that never sleeps.
Meet Tyla Jones: CEO of LLX Collective
What is LLX Collective and what service do you provide?
“LLX is a premier event marketing, talent management and experiential agency specializing in creating transformative, luxury-driven experiences while remaining the intersection between culture, luxury, passion and purpose. We provide end-to-end services, including strategy, ideation, event production, and brand partnerships, tailored to elevate our clients’ visions. At LLX, we pride ourselves on blending creativity and innovation with a bespoke approach that connects brands with their audiences in meaningful and memorable ways. By way of creating the foundation to how culture shows up to the people, we birthed the LLX Collection. The LLX Collection is our suite of staple events that exude our founding pillars and echoes our mission within our communities.”
Tyla’s luxurious venture into the event curation space started with her putting a “luxe touch” at wedding receptions. She has since expanded her reach and her outlook on how she wants to leave a lasting expression on her specialty guest. Whether aligning herself with the local hottest spots in the city of choice, working with brands such as Tres Generaciones Tequila and partnering with cultures top influencers and makers like DJ Drewski, making her events feel like a family reunion.
Where does the inspiration come from for your collective series ?
“The inspiration for our The LLX Collection stems from a deep passion for culture, storytelling, purpose and connection. I’ve always been fascinated by the combo of culture, art, and community, and I wanted to create spaces that spark conversation and collaboration while amplifying the voices of the culture in authentic ways. Each series draws from diverse influences—whether it’s the vibrancy of the cities we host in, the trailblazers we feature, or the stories we aim to celebrate. It’s about curating moments that inspire, support one’s passion and purpose, indulge the senses, and leave a lasting impression.”
What do you hope to accomplish through the series ?
“Through the LLX Collection, I hope to create a platform that fosters genuine connections while amplifying the voices and artistry of talented individuals who are the main characters of the culture. It’s about more than just hosting events—it’s about cultivating spaces where culture, creativity, collaboration and innovation thrive. Whether it’s elevating a brand, celebrating an individual’s achievements, or connecting communities, the ultimate goal is to leave people feeling inspired and enriched by the experience while creating a network of individuals to convene and grow upward together.”
What draws you to partner with a place like Saint Lounge NYC?
“Saint Lounge perfectly embodies the sophistication and energy that aligns with the vision of LLX. Its intimate yet dynamic atmosphere sets the stage for the kind of high-quality, engaging experiences we strive to deliver. Partnering with Saint for the 1st installment of Indulge NYC, allowed us to merge our collective creativity with their impeccable vibe, amazing food and cocktails, creating a backdrop that feels exclusive, immersive, and perfectly tailored to our audience.”
How can people get on your radar for an invite?
“We’re always looking for passionate, creative individuals who bring unique energy to our events. Staying connected on social media is a great first step—follow Founder of LLX, Tyla on IG & on LLX socials at @LuxeMonroeLLX or on our website www.LuxeMonroe.com/LLX for updates and announcements. We also keep an eye out for those who are making an impact in their fields, from creatives and entrepreneurs to cultural influencers. If you’re aligned with our values and want to engage with our community, reaching out directly is always welcomed!”
What’s next for the INDULGE series and how can people get invited or partner with the Collective?
“The INDULGE series is just getting started, and we’re excited to continue elevating the concept with even more dynamic conversations, immersive experiences, and unexpected collaborations. What’s next includes taking the series to new cities and curating events that explore untold stories, highlight emerging talent, and celebrate culture in innovative ways.”
For an invite, staying engaged with LLX on social media is key. We often share updates and sneak peeks about upcoming events. For partnerships, we’re always open to working with individuals and brands that share our passion for storytelling, culture, and community. Whether it’s sponsoring an event, collaborating on activation’s, or bringing unique ideas to life, reaching out to us through our website, social channels or email Info@LuxeMonroe.com is the best way to start the conversation.
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