dubFrequency to open its first retail store!

Los Angeles, CA (Nov. 18) - dubFrequency, a multi-faceted marketing agency based in Los Angeles, is opening its much anticipated retail project titled The Basement in Echo Park (1832 W. Sunset Blvd.) on Saturday, November 22. The store is a unique concept in that while debuting several dubFrequency collaborative items such as the dF x Estate LA fitted cap, Creme de la Creme Zune player and custom dF x Knight Bike Co. 24" cruisers, a majority of the featured products will be from Reason out of New York and Homeroom Clothing from San Francisco. Both are highly regarded fashion brands with tremendous growth potential and with dubFrequency's success in showcasing the finest talent in music, it is fitting that the two companies have formed a partnership with dF & The Basement.

"dubFrequency has played an integral role in building the Reason brand throughout the U.S. As long as dF continues to keep their figurative hand on the pulse of youth culture we will support their every endeavor. We are proud to be involved in dubFrequency's new pop up store in Echo park and look forward to working with them on bigger projects for years to come," states Phil Basis of Reason. Over the past couple of years, dF and Reason have worked together on several buzz-worthy events in New York so the retail partnership is a natural progression of the working relationship.

While Reason represents the culture and lifestyle of NYC, Homeroom stands out as a quintessential SF clothing line that shares similar aesthetics in concept and design. "The combination of like minded individuals that were raised thousands of miles apart is more than enough for us to move forward with what we're passionate about, in a location that reminds us of home," says Alex Valdman from Homeroom Clothing who lists Kanye West and Lupe Fiasco as fans of their apparel/accessories.

"We're taking on this project as just another form of partnerships we're accustomed to building," notes Jesse Lee of dubFrequency. "dF is not a fashion brand, record label or a traditional marketing company; we are a group of creative minds who like to support artists, musicians, designers, products and brands that we truly believe in." The Basement in Echo Park will officially open this Saturday, Nov. 22 at 1 pm.

See you there on Saturday!