Started in 1924 by Greyson Fletcher‘s great-great-great grandfather Rube P. Hoffman, Hoffman California Fabrics specializes in those beachy, surfy, sunkissed images that everyone associates with So Cal life. Hoffman is so prolific in the art of tropical fabrics, it’s estimated the company has created over 15,000 unique designs over the years. “California classic” doesn’t even begin to describe the brand, and this video (featuring Fletcher and Domo Walker) covers a lot of its history.
Element has teamed up with Hoffman for a super sick hardgoods and apparel collection that celebrates the Hoffman California Fabrics aesthetic. Check out the collection and a nifty timeline on the 95-year-old brand here.