Sub_Urban Riot was born in 2006 in Venice, California. Two college friends realized that the cubicle life wasn’t for them so they quit their corporate day jobs. Following the rules that someone else made up no longer made sense. Instead of settling for a good life, they decided to go against the grain to pursue a great one. So, at the beginning of the largest financial crisis ever, they risked everything to start a company. A company that would allow them to ignore the rules, have fun and not take themselves too seriously. That spirit lives on today, as Sub_Urban Riot has grown into a global brand with a unique combination of positivity and humor; and a commitment to always re-imagine the good life.