Project Lifestyle (the beginning behind the scenes)

This weekend we got to work with Alex Zerega, a published-fitness-cover model. First off, let me tell you how awesome and how easy this girl is to work with. We couldn't ask for a better female model to do this lifestyle project on. And on the other hand, we got to work with Josh Escueta, a famous photographer known for his raw style in editorial fashion and in street wear fashion along with his business partner Chris Singam. We also had Mikey Pee, an artist/rapper and videographer film the whole project. So we pretty much had everyone from TOTALLY different background and genres come together and work on this project...and let me tell that we had a blast! Bringing everyone together was perfect because we got the best of both worlds; LIFESTYLE X FITNESS. Josh being on the top of his game in the lifestyle street scene and Alex being on the top of the game in the fitness industry. Before going into this project I wanted to portray something that has never been done before. I was very picky on who we were going to work with because yes, our customers tend to see us as a fitness brand because the word LIVE FIT, you would automatically assume fitness but that isn't necessarly the case. Yes you can wear our clothes to the gym but you can also clean up well in our clothes and wear them out. And that is what I wanted to get across with this whole project. Here are a few behind the scene shots of what went down this weekend... [caption id="attachment_865" align="aligncenter" width="1000"] Attitude![/caption] [caption id="attachment_864" align="aligncenter" width="1000"] Behind the scenes with Alex[/caption] [caption id="attachment_866" align="aligncenter" width="1000"] She's bringing sexy back![/caption]