RIF X NEW ERA. 12/20/08 12PM

ROOTED in Kichijoji Japan. La Avenue Has set a standard in shoe consignment and 12 years later it was a fitting expansion to seize the shoe market overseas. The inception into the United States was a calculated move carefully monitored and strategically planned. In the Fall of 2006 LA. Avenue opened its doors in Little Tokyo Los Angeles rightfully renamed R.I.F. abbreviated from the word ReInForce.

The shoe game in LA was controlled by a market that exploited those with money and cared for nothing more than making a quick buck. We wanted to set a new standard. Our main goal was to change the current outlook of re-selling and give to those who were unable to obtain rare kicks at reasonable prices.

2 years later we're here ReInForceing our ideal and thanks to all our supporters we are here to stay.

In celebration of our 2 year anniversary we are releasing our New Era X RIF caps.
When New Era invited RIF to make a cap we wanted to create something meaningful to US and represented the RIF lifestyle. We wanted to stay away from the VIVID colors that plague New Era caps today and focus on the simplicity of our shop, ideal, and lifestyle.

The first Hat we decided to pay homage to our hometown Baseball team, the LA Dodgers.
We focused our attention to detail and simplicity. With and base color of Dodger blue, white type/button, and green under-bill.


The second hat we took inspiration from LA Hockey team "LA Kings" using the signature black, white, green color scheme.

The type itself was a complicated decision to make, the hats font take cue from RIF's past( LA. AVE) Present(we're Located in LA), and future(type font) :)

more detailed pics HERE.


Our Boy SEN DOG from CYPRESS HILL







The Hat makes a perfect Christmas gift!



The New Era Hats, are limited to 60 per color. Will be released instore on 12/20/08 and remaining with be released online 12/20/08 MIDNIGHT.cost? $36.00