About us
THE ORIGIN OF THE OG: SINCE 1980
Locs weren’t born in a boardroom; they were forged on the pavement.
In the late 1970s and early 1980s, a specific look began to dominate the East Los Angeles "Cholo" and Lowrider scene. It was defined by a pair of sunglasses that were thicker, darker, and more aggressive than anything else on the market. Derived from the Spanish word loco, these shades became the "Locs"—the unofficial uniform of the streets.
FROM THE BLOCK TO THE BIG SCREEN
By the mid-80s, the West Coast rap scene took Locs global. Pioneers like Eazy-E and N.W.A. made the "blackout" lens a symbol of defiance and authority. If you were wearing Locs, you weren't just blocking the sun—you were making a statement.
Throughout the 90s, Locs transitioned from a local West Coast secret to a worldwide icon, featured in every classic street film from Boyz n the Hood to Menace II Society. That legacy continues today in modern gritty cinema—most notably seen on Shia LaBeouf in The Tax Collector, where his use of the signature blacked-out Locs defined his raw, hardcore character.
THE HARDCORE STANDARD
Today, we carry that torch. We don't do "fashion trends" or flimsy frames. We stick to the Hardcore Standard that started it all:
Maximum Blackout Lenses: For the "unreadable" look that defines the OG.
Heavy-Duty Frames: Built to survive the hustle.
Street Certified: Every pair is a nod to the culture that started in 1980.
This isn't just eyewear. This is a legacy. Stay Hardcore.