Latitude Supply Company Sells Laguna Beach Style

LOS ANGELES, CA - Born from the seas on a quest to create the finest men's resort wear available, Latitude Supply Co. is the creative vision of Laguna Beach native Jonathan Riff.

With a passion for design, a love for the ocean, and an insatiable desire to explore the world, Jonathan's ultimate goal is to conceptualize a line of coastal menswear that combines elements of polished fashion with unkempt surf wear.

A long time lofty idea finally materialized in January 2012, when Riff began to research and develop tailoring for a collection set to launch in the fall of 2012. Through successive processes of trial and creation, Jonathan is proud to present a line to the public that breaks the 'rules' and conventions of typical menswear and reverts to the fundamentals of American tailoring.

Latitude Supply Co. is a modern but nostalgic take on men's fashion. Influenced by the docks and the seas beyond, Latitude is a lifestyle aimed at marrying the adventurous elegance of the Atlantic with the relaxed sophistication of the Pacific.

While most brands originating in Orange County tend to focus exclusively on surf wear, Latitude Supply Co. considers the nautical influences of the California coast - an often-overlooked aspect of life in Newport Beach. With simple yet stylish pieces as functional on the docks as they are classy on the streets, Latitude's innovative designs combine coastal dressing and tailored fits with the finest quality fabrics and finishings.

Latitude takes great pride in overseeing every element of production in locally-based Los Angeles factories in order to ensure that this quality is upheld in the process of construction.

With three collections already under his belt, Riff is ready to set sail with the brand in 2012. The Latitude Supply Co. website is set to officially launch on Thursday July 19th and will feature e-commerce, supplemented by a lifestyle blog and viral look book.

Latitude will also be debuting a S/S 13 collection in late July at the Launch tradeshow in Santa Monica; with a variety of new product retailing between $30 - $200, the collection will demonstrate different sides of the Latitude spectrum introducing blazers, chino pants and cardigans in to the line.

Latitude Supply Co. is here to write the next chapter in the progression of modern menswear. With the mantra "Life Uncharted," Latitude asserts the position that life is meant to be lived to the fullest, and that the clothes one wears should be a reflection of this. Never drop anchor, always keep exploring.