SoBe Squamata kicks-off this week with an accompaniment of limited-edition collaboration t-shirts and boardshorts. The program opens with a summer-long ice-cream truck tour of LA, insider parties, and some big name collabs from the likes of Eric Elms, Dr. Romanelli and Craig Redman.
SQUAMATA. The latest program to come out of the flavorful people at SoBe, and encompassing an L.A.-based travelling art / music / fashion parade based in an ice-cream truck.
SoBe’s not your everyday brand, so campaign curator, DR. ROMANELLI, brought his unique flavor into the mix with one of his good friend ERIC ELMS—artist / designer from NY—to oversee the visual energy of the project.
ELMS produced the LIMITED EDITION T-SHIRTS for the first drop – including his own design as well as those from CRAIG REDMAN and DR. ROMANELLI. Elms also designed a limited HURLEY boardshort to be given out with the project.
Other surprises along the way– the program plays out all summer, but there are some big names already signed on and other great collabs on the horizon.
Follow the Twitter feed @SoBeSquamata to find out how to get your hands on all this stuff. Discover where the ice-cream truck is going to be as well as the locations for the free This is How We Roll parties throughout the summer.
This past weekend marked the start of SoBe Squamata’s summer-long Eric Elms-designed truck tour of the City of Angels. Saturday’s “This is How We Roll” party featured SoBe sample tastings, bands and t-shirts from the likes of Eric Elms, Dr. Romanelli and Craig Redman. Party-goers were preview to an intimate concert from ABE VIGODA and NO AGE. Follow Squamata’s Twitter feed @SoBeSquamata where you’ll discover the whereabouts of the Squamata truck to get your free t-shirts. Stay tuned for updates on next months Squamata product collab and event info … 
