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Rusty teams up with L.A.'s Diamond Supply Co.

The collaboration will add a number of limited-edition products to the Irvine-based apparel company's So R.AD collection.

BY VICTOR JACOBSPublished: April 20, 2011 10:27 AM

Irvine-based skate and surf apparel company Rusty has added another set of products to its already popular So R.AD collection.

A collaboration with Los Angeles-based skate and street-wear brand Diamond Supply Co., the new line will feature a combination of Rusty’s best-selling designs with Diamond’s streetwise personality and distinctive diamond logo. The signature piece of the limited-edition collection: a Wired Series jacket, which comes complete with machine washable headphones and a plug-in jack for MP3 players.

"I'm really excited to partner with a company like Diamond," said Charlie Setzler, president of Rusty North America. "The product that they came up with looks amazing, and I can't wait to see (it) hit retail."

Pricing of the So R.AD-Diamond line will range from $30 to $110. It will be available nationwide in the fall.

The original So R.AD collection, which launched last summer, can be found in more than 60 retail stores across the U.S.  

"Ever since we launched So R.AD last year, the response has been great," said Joey Brezinski of Rusty. "When the opportunity came along to work with the guys at Diamond Supply, I jumped at the chance because they have been making rad apparel for years."

Rusty is a brand with its roots firmly planted in the board-riding lifestyle. Founded in 1985 by the iconic surfboard shaper Rusty Preisendorfer, the company is known for its top-quality progressive product and distinct R-dot logo. Inspired by surf, art, music and design, Rusty is available at sportswear retailers around the globe. Rusty North America is based in Irvine and is held by the La Jolla Group, a premier global apparel licensing company.

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