The guy behind the guy behind the guy, behind the guy.

While it was dumping rain and trees were crashing all around Roseville, the team behind Alphanumeric, Fiberops, The Lovewright Co, and more dropped by Heritage to say hey and shoot the shit.



For those who may be unfamiliar, Alyasha Owerka-Moore (black leather jacket) has been involved in the creation and design of a substantial number of great brands over the years. Just google his name and you're sure to come across a number of pages citing his influence, and in particular, a great capsule collection he designed for Adidas earlier this year.



Aside from the Adidas thing (which is, you know, kind of a big deal), Alyasha is primarily known as the man behind Fiberops. Debuting in 2002, Fiberops quickly became a highly sought after and coveted label, with collaboration projects ranging from Nike and New Balance, to artist Michael Lau and as of late, Vox Footwear and Andrew Reynold's Altamont line. With minimal (or extremely selective) distribution in the States, and a substantial presence in Japan, Fiberops grew an extremely loyal following for their unique takes on classic Americana and extreme attention to detail. Alyasha is currently helming the wheel for Alphanumeric as well as several other projects. Heritage is one of the only accounts for the Fiberops brand in Northern California, and the line sells out quick when we receive shipments, so don't sleep on this one.

Also along for the trip was Brian O'Celleigh (red beanie), our sales rep for Alphanumeric and Zoo York, amongst others. He doesn't know this, but I seriously considered stealing his pair of the Vans Syndicate Jason Jesse kicks when I was at his place last year. Maybe he knows now.

To my left (your right?) in the orange flannel is le Capitan of The Lovewright Co, Shawn Brown. Shawn is also heavily involved in the production and distribution of Alphanumeric, Fiberops, Coup De Grace (rip), and others. His current project, in works with owner / designer Danny Reyes, The Lovewright Co is fast becoming one of our top sellers, with graphic tees, fleece, denim, and hats.



Make sure to attend our gallery show this Saturday, sponsored by The Lovewright Company. Also, keep an eye out for the Lovewright Co X The Hundreds colab series dropping at Heritage this Fall...that's all we can say for now...