DIAMONDS..
La Shell was inspired by the city that raised me. But a lot of people tend to get that fucked up. La Shell was INSPIRED by the city that raised me. But it was made for every person that has faced obstacles. Made for the people that overcame. Made to provide a spark for people that might not see or understand their full potential. I want y’all to feel a sense of confidence when you put La Shell on. Feel good, look fly. Shelby is my city. Shell town. Tha Shell. La Shell. They always called us crazy. We didn’t have the resources that the bigger cities had. We were forced to make due. They looked at it as craziness.. we looked at it as survival. I played off the word Shell a couple different ways. Paying homage to home, and also highlighting the other meaning. Crazy. You know how hard it is to make it out this mf? We gotta do what we must. To you it’s crazy. To us.. it’s crazy enough to work. The pressure to survive in those smaller cities only creates a town full of diamonds. My dream is to put them on display. I try my best to handpick gems from tha city to represent the brand through photos. I advice them do whatever it is that makes them comfortable during these shoots. You wanna smoke? Roll up. Drink? Do that. Hell you can cry if that’s what you feel. But let your true colors shine. They doubt us as a whole. I feel a connection to my community. To all small communities. I want this brand to represent all of us. We don’t know exactly how we’ll get there. But we know we will.
