Our Story
The Start.
Loving x Loathing started as a thought in a psych ward, an itch to express the creativity that was trapped inside to the world- the first and most readily available avenue?
Music.
Picture seen was drawn in a psychiatric holding unit in 2022
LXL Forms.
LxL in it's infancy, the second song ever fully released under my artist name, this song was made in the span of a day, and was an outrage against the ocean of emotions crashing through my brain on a daily- the ups and downs of relationships, and heavy mood swings influenced by trauma
Picture seen is the album artwork from the original release
The Vibe
LxL's brand, through all its many forms, has remained consistent- rebellious, high contrast, with a heavy emphasis on counter culture niches. From skateboarding to grafitti and car culture, LxL has stayed underground
Picture seen was a promotional photo shoot done for the original release of lxl (Song)
The Sequel
LxL was then re-released and remade on the Heartbreak Warrior album. Now with a heavier emphasis on the acronym behind LxL (Loving x Loathing), this was the start of LxL being a reocurring theme in my life
Image seen is Heartbreak warrior album cover- released may 2023
The Fallout + Comeback
After I had many disputes with my business partner for music production- LxL took a long hiatus.
The Comeback came after the first break up with REDACTED (Keep them in mind). After going through heavy relationship cycles of love and hate, I was fully inspired to spread my vision with the world once again- this time, through fashion.
Photo seen is early mockup of iconic logo design
LxL + Fashion
LxL's first mockups were made and it cemented its place as a small time fashion brand, with homemade mockups, custom branded designs, and external supply lines- LxL was ready to grow.
But I wasn't.
Photo of our founder in one of the first LXL pieces ever produced
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What Happened?
Even with the same designs which are complimented and loved today- my inexperience in life mixed with a lack of essential knowledge, led LxL to fizzle out early on in it's first life cycle- with no recorded sales
(this is a huge reality check for any creative/entrepreneur)
Picture seen was part of LxL's original leviathan collection, launched as symbolic pieces that convey and express the jealousy inside that is often repressed
Enter: Content Creation
I moved to content creation- while not affiliated with LxL or branded as such, this was a key learning experience both for my skills and also towards becoming a better person.
picture seen is from a self improvement video that was meant to be launched along side a self improvement community and podcast
We're Back!! wait..
LxL was planned to be relaunched as a fashion brand with slightly different vibes- but none of them left the drawing board. LxL was still around and trying to find it's place- it just hadn't landed quite yet.
Photo is memento mori design made in 11/24 for the LxL brand- meant to spearhead the philosophy line in a luxury market relaunch
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Yami.
Committing to the purchase of my first performance oriented vehicle marked the beginning of my career as a car enthusiast- at this point, I was so uninformed that I thought I was informed.
Oh was I in for a ride.
Photo is first steering wheel shot of Yami at point of purchase
Dylan.
Dylan (Dylan_Livin_Automotive), entered my life shortly after the purchase of Yami. I cannot express the impact that this event has had on not only LxL, but on me as an individual. He introuduced me to my first project car, the car scene, and working on my own vehicles. Without Dylan I would've never had the confidence needed to even show up to a car meet, much less headline them.
Photo is Yami with The infamous lexus
The Commitment.
This Sony was the first ever camera I had purchased in my life. I bought it as a commitment to making content and to use as a gateway to earn my way in to the car scene.
Photo of camera right after purchase
The Launch.
I cruised to a meet and brought my camera- not even knowing at the time that this would be my first media coverage of a car event, I took photos and videos, and from the time I'd had to learn the camera- I was finally noticed.
Despite going to car meets for months as a nameless face- I officially started to become recognized, and LxL has been launched and growing ever since.
photo of kelvins hellcat and yami before the cruise to the infamous meet that changed it all.