Founder, Thirstin Howl III, as seen in the new CNN Film Fresh Dressed has teamed up with iconic designer and creative director, Willie Esco to bring the Polo inspired brand to life this Fall. The Lo-Life movement was founded over 25 years ago in Brooklyn, New York and quickly began to champion hip-hop culture.

Fresh Dressed director, Sacha Jenkins’, music-drenched history draws from a rich mix of archival materials and in-depth interviews with rappers, designers, and other industry insiders including Daymond John, Pharrell Williams, Damon Dash, Karl Kani, Kanye West, Nas, Sean (Puffy) Combs, Andre Leon Talley, Thirstin Howl III and more chronicling hip-hop and urban fashion.

Thirstin Howl III speaks of Polo’s cult-like following in Fresh Dressed, and how he and his Lo-Life crew celebrated aspiration and wealth by paying homage to the affluent lifestyle, putting their own cultural stamp on it. Teaming up with iconic designer Willie Esco, Howl is bringing this movement from the streets into a fashion brand set to transcend the young men’s market.

The Fall 2015 Americana inspired line will consist of exclusive collaborations and small capsules focusing on men’s apparel and accessories. A reissue of these classic vignettes will include knit tees, rugby jerseys and long bill bicycle hats. Lo-Life is welcomed into the GTFM house of brands including FUBU, COOGI, Etonic, Heatherette and Willie Esco by CEO and Founder of FUBU and star of ABC’s Shark Tank, Daymond John.

“Partnering with Thirstin was a natural fit, we have worked alongside each other for decades, says Willie Esco, creative director of Lo-Life. “We are excited to take the global Lo-Life movement as seen in Fresh Dressed and launch it into a menswear brand.”

CNN Film’s Fresh Dressed premieres on June 26th with the Fall 2015 Lo-Life collection set to unveil in select retailers August 2015. Lo-Life retails from $30-$275 and will be available at key streetwear boutiques worldwide.


About Lo-Life

Lo-Life is a lifestyle brand that transcends the young men’s market into the 21st century. It was the source code for the widely popular urban and street wear brands of the late 90’s. The die-hard cult-like followers have continued to expand the LoLife lifestyle into present day.

About Fresh Dressed

Fresh Dressed is a fascinating, fun-to- watch chronicle of hip-hop, urban fashion, and the hustle that brought oversized pants and graffiti-drenched jackets from Orchard Street to high fashion’s catwalks and Middle America shopping malls. Reaching deep to Southern plantation culture, the black church, and Little Richard, director Sacha Jenkins’ music- drenched history draws from a rich mix of archival materials and in-depth interviews with rappers, designers, and other industry insiders, such as Pharrell Williams, Damon Dash, Karl Kani, Kanye West, Nas Jones, and Andre Leon Talley. The result is a passionate telling of how the reach for freedom of expression and a better life by a culture that refused to be squashed, would, through sheer originality and swagger, take over the mainstream. CNN plans to air the film later in 2015.