L.a. menswear brand beautiful ful changes its name

by Stephen Garner

Beautiful Ful has officially changed its name to BTFL.

The Los Angeles-based menswear brand felt that it had outgrown its name original name, and wanted to represent something more universal and open to interpretation.

“We wanted to take the focus off of our name and let our art be the focal point,” said co-creative directors Alejandro Rodriguez and Tomasa Calvo. “We’ve learned that simplicity is the ultimate sophistication and we want to continue to build on that lesson.”

To market this exciting occasion BTFL has launched its fall/winter ‘19 collection today and it is now live online.

This season’s collection of pieces reinterprets traditional menswear staples through construction, fabric, and volume to create something new. BTFL designer, Alejandro Rodriguez believes his creations should be or has been a part of the wardrobe of an artist–a real artist. One that when the time comes, gets to work.

Key styles this season includes a Trucker Jacket constructed of remnants of women’s jeans and the Liner Jacket crafted from quilted Japanese rayon and denim. These pieces are a physical representation of BTFL’s brand statement: Modern Americana through a luxury lens.

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