@joeybadass_ @JDilla_Fndn @PowersPleasant @DeeKnows @jessierocks @proera @kirkknight 
In the spirit of Thanksgiving, we wanted to share this video from our project with Joey Badas$$ and The J Dilla Foundation. Here you get to see the fruits of our collaborative effort manifest itself in the form of $10,000 worth of musical production equipment, which Joey Bada$$ donates to his high school for a newly created music production program. This video is just a piece to our philanthropic project that consisted of a capsule collection and an unreleased track dubbed “Two Lips“. 100% of the profits from the project were to be donated to youth music programs in Joey and Dilla’s respective hometowns, Brooklyn and Detroit. In the below video, we see the Joey and his Pro Era crew return to a hero’s welcome at The Edward R. Murrow High School, which includes a visit to the hallowed ground on which Pro Era was founded. Watch as Joey walks the halls and reminisces on his high school years. In honor of J Dilla’s legacy, we really wanted to give kids a chance to learn how to make the type of music that J Dilla created. This project was directly in line with our mission statement, Evolution through Innovation. As you know our dedication to hip-hop runs deep, so it was truly a dream to bridge together two era’s of hip-hop. In the video, we see that the donation will be put to good use. Detroit will be next to receive their donation. Also, be on the lookout for Joey Bada$$’s upcoming album B4.DA.$$, set to drop January 20th, 2015.

To see photos of Joey Badass going back to school click here.

Music By @PowersPleasant and Video by @DeeKnows_
Photographer: Jessica Lehrman

@ridesnowboards                                                                                                                                       With this video we are proud to announce our forthcoming collaboration with Ride Snowboards. Our collaboration with Ride Snowboards delves deeper than a product offering and extends to a true partnership based on mutual admiration. We were both founded on reverence for the outdoors and our upcoming winter capsule collection was worn, tested and lived-in in the outdoors of Patagonia, Argentina. More than a wear-test trip, our journey to Patagonia was an assignment in exploration. Beginning in Brazil, Co-Founder Mike, with girlfriend Ana Beatriz Mayr in tow, set sail for Argentina to meet Ride Snowboard team member, Alex Sherman. Once united in Argentina, the three were joined by Colombian film maker Carlos Marciales who would document the crew’s every adventure. From scaling the Andes, to tucking up in cabins with a guitar and sipping the traditional mate tea, Carlos documented it all. Our collaborative capsule consists of everything needed for an adventure including a brand new model of Ride snowboard dubbed “The Helix,” as well as boots, bindings and an apparel collection. Product shots  and a lookbook of the snowboard, boots, bindings, down coat, weather proof jacket, flannel, t-shirts and crews comprised within the collection will be released soon. For now, press play and prepare to be transported to the far reaches of Patagonia.

We teamed up with Underground NYC for a series of photos that take you beneath the New York City streets. The shots feature our classic Liberty Pullover, the new White Floral Sleeved Hoodie from the Fall 2014 collection, and the THC Beanie, which cleverly has drug acronyms woven in an all-over fashion. Peep this NY photographer’s style, we suggest you check out his Instagram.To see all the photos from this shoot check after the jump.

>>>@epelland<<<

What can we say… the George Crew is fire. #wale