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Beginning as a response to the homogeneity and ubiquity of today’s commercial “superstores,” the softservice™ line features handmade embroidered designs that are clean and understated yet expressive. The minimal and detail oriented designs are inspired by the urban and natural environments in and around Los Angeles. The tee shirts are hand painted and pillows incorporate a variety of fabrics (vintage and new). Like the city itself, they are an assemblage of different elements, times, textures, and colors. Variations are intentional so no two are exactly alike.