72andSunny has found a way to help its home city out with an important project: that of redesigning and revitalizing its river. What's more, you can wear it as a fashion accessory.
To raise awareness of the Los Angeles river, the agency's 12-week creative residency 72U partnered with River L.A., previously the Los Angeles River Revitalization Corporation, a nonprofit dedicated to integrating design and infrastructure along the Los Angeles River. The project created a limited-edition wristband that invites locals to reinvent the river as a space for connection.
The wristband's design integrates actual concrete from the 6th Street bridge in Downtown L.A. with a blue resin balance. It was unveiled at the "Watershed: Party for the LA River" on April 16. Donations collected for the wristbands at the event are going towards River LA's ongoing redesign project with architect and local resident, Frank Gehry. It aims to transform the river's 51-mile stretch to include a series of parks, bike paths, cultural destinations, and water reclamation initiatives.