In 2006, two guys were wondering why they were spending their lives stuck in tiny cubicles. They were sick and tired of following "the rules." They weren’t sure who made the rules in the first place.

So they made a change. They quit their corporate jobs. They created their own brand. Nathan Koach and Jason Reed, the company’s co-founders, were inspired by the creativity of their unique group of friends in Venice, California. Among others, these friends included the creators and stars of

It’s Always Sunny in Philadelphia, and the group found a shared sense of humor and appreciation of the absurd, which reflects in the designs. Their inclination to ignore the rules has paved their road to success for over ten years. Their personal RIOT also speaks to their honesty and positive energy in an industry ruled by egomaniacs and shady people.

Sub_Urban Riot believes in the good life – reinvented. The good life 2.0 is about fresh juice, daily philosophy, dogs and cats living together, coffee breaks, farmer’s markets, yoga, croquet battles, art shows, kale, camping, craft brews, and t-shirts. There’s a wink and a smile to the brand; a subtle humor. A deeper dive uncovers a unique viewpoint on the world and times. The zeitgeist will be broadcast (on your body).

Sub_Urban Riot makes clothes that look good, feel good, and make people laugh — the new luxury goods. Without the price tag or the attitude. Sub_Urban Riot promises that they will rarely, if ever, take themselves too seriously.