Orange County Business Journal

La Jolla Group Restructures, Puts True Love & False Idols on Hold

Kari Hamanaka Wednesday, October 26, 2011

Irvine-based clothing maker La Jolla Group Inc. has put the True Love & False Idols brand on hold.

“The company is restructuring resources for 2012 and had to make some decisions to ensure the best positioning heading into the new year,” said company spokesperson Andrea Tagliareni.

La Jolla Group acquired the license to make clothes under the street-inspired brand last year. The company originally hailed from Compton, but moved its headquarters to La Jolla’s office in Irvine following the licensing deal.

True Love & False Idols’ edgy T-shirt designs, featuring images such as a koala bear holding an uzi, represented a departure from La Jolla’s portfolio of action sports brands.

La Jolla also has the license to make clothes under brands such as O’Neill, Rusty and Metal Mulisha.

Jim Shubin, former True Love & False Idols vice president of sales and marketing, is no longer with the company, Tagliareni said.

La Jolla has made other changes at the executive level.

The company cut former Vice President of Promotions Ryan Divel’s position as part of La Jolla’s restructuring plan.

Divel headed up La Jolla’s R.I.O.T.S. division. The company launched the R.I.O.T.S. group earlier this year to handle marketing across all of La Jolla’s brands.

Courtney Kincaid was promoted to director of men’s sales for La Jolla’s O’Neill Clothing USA division, a new position.

Kincaid joined O’Neill as national sales manager for footwear and men’s accessories in July.

La Jolla is set to make announcements on several new hires soon, Tagliareni said.