Mash Culture Lab New Brand hosts Charity event (7/06)

FOR IMMEDIATE RELEASE

GET COCKY! FOR NEW YORK CHARITY

Mash Culture Lab (MCL), the newest young men’s sportswear brand from Sub Urban Brands (SUUB) hosted almost 600 guests as well as New York luminaries, media, artists, cinematographers and musicians.

New York,– On July 27, 2006, New York and Mash Culture Lab (MCL) celebrated the gentlemen who epitomize Manhattan art and culture through a charity event supporting The Lower Manhattan Cultural Council. To honor these individuals and the everlasting spirit of New York’s artistic community, MCL created the Get Cocky Awards, hosted by PAPER magazine’s renowned Mickey Boardman and the wonderful Sarah Sophie Flicker  of Citizen’s Band.  The night featured a live performance by Domino and a dance party to commemorate the last event held on the top floor of 7 World Trade Center in downtown Manhattan.

Exclusive!  CEO of Sub Urban Brands, Joe Shortal, made this decision at the event to retain New York’s punk muse and designer, Heidi Minx, to guest design a limited collection of customized gear for Whiteboy men’s clothing. 

The night kicked off with Wire Image and Patrick McMullan snapping pictures at the #7 World Trade Center security entrance.  NY’s finest including Black Book’s Editor in Chief, Steven Garbarino, walked the step and repeat.   Once inside Domino performed for guests and Mickey Boardman was the MC for the Get Cocky Awards presentation.  A warm introduction was made by Joe Shortal, CEO of Mash Culture Lab, Whiteboy, and Sub Urban Brands (SUUB).  The atmosphere was magical, and many guests took time at the end of the evening to gaze outside in silence at the panoramic view of the New York skyline.

Svedka made sure that the cocktails were flowing all night long and MCL hosted a fully interactive “Style Lab” where guests were styled in Whiteboy for Girls and MCL clothing and professionally photographed for the soon-to-be-released Mash Culture Lab look book.   Luscious gift bags were provided by MCL and included items from their new collection, Parfums des Beaux Arts, Universal Music and Flawless Records. 

Talent and Editorial Wrap-up
Oliver Kramer – Luminaries

Jamie Johnson – Film

David Haskell – Media

James Fuentes – Art

Lansing Dreiden and Ghostface Killah – Entertainment

For profiles on the Get Cocky Award winners and nominees visit: http://www.mashculturelab.com/getcocky/getcockyvoting.html

*Editorial Guests that attended:  New York Times, Black Book, In Style Germany, The Daily, Trace, Vice, Paper, Sportswear International, Hint Magazine, Topic, WWD, Playboy, In Style, NY Observer, New York Post, Gawker, DNR, Flavorpill, Nylon, Fader.

 *Partial list of editorial guests.

Photos available on Wireimage.com or PatrickMcMullan.com

http://www.wireimage.com/GalleryListing.asp?navtyp=gls====201651&nbc1=1&VwMd=I

http://www.patrickmcmullan.com/website/pmc_screens/Event_selects.aspx?page=1&Event_ID=6149

Media Contacts:
Caroline Rothwell / [email protected]

Sarah Pollack/ [email protected] 

Office: 323-781-2276 (CARO) 

Mash Culture Lab stems from today’s youth integrating different cultures and previous generations to create a mish-mash style that integrates fashion, music, sports and entertainment. The brand’s designs are indicative of this mish-mash culture’s members who seek style sensibility. MCL is brought to you by Suburban Brands, Inc., the creator of WHITEBOY for Men and Women’s. 


LOS ANGELES, August 17, 2006.