WHAT IS AMERICA TODAY 157?

SINCE ITS CREATION IN THE EARLY NINETIES “AMERICA TODAY 157” HAS TRANSFORMED INTO AN ICON OF CALIFORNIAN CULTURE, ADAPTING ITS GARMENTS TO SUIT THE TASTE OF THE CONSUMERS OF THE AMERICAN WEST COAST. INSPIRED BY CONTRASTS AND THE DIVERSITY OF THE ZONE, THE BRAND HAS BEEN ABLE TO DEVELOP A UNIQUE STYLE OF FASHION AND DESIGN, WHERE EACH GARMENT REPRESENTS PART OF THIS MULTI-CULTURE, REFLECTED IN ITS COLORS, CUTS, BUT ABOVE ALL: ITS PERSONALITY.

AMERICA TODAY 157® IS NOT ONLY A TRADEMARK, IT IS A ROAD TRIP, AN ADVENTURE, AN EXPERIENCE, A JOURNEY THROUGH HISTORY, GEOGRAPHY AND THE LIFE STYLE IN CALIFORNIA, BUT IT IS ALSO THE ESSENCE OF YOUTH ITSELF. IT IS THE FREEDOM OF FEELING WELL ABOVE ONESELF. BECAUSE YOUTH IS NOT A MATTER OF YEARS, IT IS AN ATTITUDE. AND ALL THAT IS THE REFLECTION OF THE BRAND. THE RISK, ADVENTURE, INDEPENDENCE, THE CHALLENGE, THE LOVE AND IRREVERENCE, IT IS THE REFLECTION OF ITS OWN IDENTITY. 

IN 20 YEARS, SOCIETY HAS EVOLVED, AND AMERICA TODAY 157 HAS BEEN A PART OF THIS EVOLUTION AND PROPOSES US A CHALLENGE. TO TAKE THESE TENDENCIES ALL OVER LATIN AMERICA, WHERE CONSUMERS ARE EAGER TO KNOW NEW LIFESTYLES AND REFLECT ITS PERSONALITY THROUGH AN ESSENTIAL ELEMENT: ITS CLOTHES.

WHAT INSPIRES US?

2CALIFORNIA IS A SOCIAL AND CULTURAL EXAMPLE TO THE WORLD. IF IT WERE A COUNTRY IT WOULD BE THE EIGHT ECONOMY IN THE WORLD. ITS ECONOMIC STRENGTH LIES TODAY ON INNOVATION. IT IS A REGION OF CONTRASTS THAT GENERATES SOME OF THE GREATER SOCIAL AND CULTURAL TENDENCIES FOR THE WORLD. MOVIES, LITERATURE, MUSIC, FASHION AND SPORTS ARE SOME OF THE MILESTONES WHICH MARK A UNIQUE LIFESTYLE AND MANY TIMES ENVIABLE. 

AMERICA TODAY 157 OFFERS A WIDE ARRAY OF GARMENTS DEVELOPED FOR YOUNG PEOPLE, SEEKING TO REFLECT IN THEIR IDENTITY THAT RELAXED, DIFFERENT AND FUN TOUCH. THE STYLE SEEN ON VENICE BEACH, ON THE OUTSIDES OF UCLA OR OF THE UNIVERSITY OF SAN DIEGO OR ON THE RAILWAYS OF FRANCISCO. THAT WAY OF EXPRESSION SEEN ON LOS ANGELES’S STREETS OR IN MALIBU BEACH, REPRESENT THE TRUE REFLECTION OF THE SPIRIT OF THE BRAND. 

IF TO ALL THIS WE ADD MUSIC, AMERICA TODAY 157 BECOMES A POWERFUL BRAND, CREATOR OF TENDENCIES WHICH ALLOW THE CONSUMER TO BEGIN AND END ITS DAY AS HE/SHE WANTS: LOOKING GOOD AND REFLECTING HIS/HER TASTE IN FRONT OF FRIENDS, CLASSMATES, TEACHERS, ETC. ALWAYS REMEMBER: AMERICA TODAY WILL BE THERE, WHEREVER YOU GO!.

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