The LAx Paperboys started off in 2004 as early adopters of a budding creative renaissance in the heart of South Central, Los Angeles. Originally known as a clothing line created by Gavin "Mizzle" McNeill to uplift young like-minded individuals to embrace their circumstance and strive beyond with sincere ambition, the LAx Paperboys became well known for producing some of the hottest live shows and special events created to promote the clothing, the music and spread their messages of positivity. The young activists became well known for these events along with the popularity of the famed "I Love Cali" tee shirt. After building a name working with artists such as Dom Kennedy, U-N-I and Pac Div, the Paperboys soon established LAXPAPERBOYS.COM as a COOL Lifestyle blog created to capture the history that was being made and spread the word globally.
In August of 2008, the Lax Paperboys and Life & Times (L&X) Creative Agency collectively established JBC., The JUST BE COOL. Campaign as an effort to redefine COOL and empower the urban demographic. At the core of JBC., lives a COOL mentality that has grown from hard work and a positive, progressive frame of mind. Inspired by classic Los Angeles culture and the work ethic of the historic “paperboy,” this campaign is the foundation of what is now JBC. Global. Using music, merchandise and creative marketing, the mission behind JBC. Global is to spread messages of peace, unity and progress to its global audience and co-create a New World Culture.
Since inception, The JUST BE COOL Campaign has built a solid presence amongst the LA music scene. This lifestyle brand has been embraced amongst a 13-30 age demographic and has had the privilege of playing an early role in what has been referred to as a cultural renaissance. Cultivating strong relationships with the young talent that is at the forefront of this revolution, this campaign has been identified, established and endorsed by many young, like-minded influencers such as local acts J*DaVeY, OverDoz. and Polyester The Saint to name a few.
…A vision that involves creating a lifestyle brand that raises consciousness and is fueled by the individual who seeks progress despite his circumstances. This philosophy has become the backbone of the JUST BE COOL. Global movement. Work hard, stay positive and BE COOL.
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