C/D: Volume 16

🚀🦚🌪️🍒🌊🎾🪄💎🔮

Aug 01, 2025

July—you were a month! Stuff happened, let’s get it! If you’re new here, welcome—we’re on a ride together and the journey is the reward.

We lost Ozzy (sad) and the Hulk (less sad). We got an album from Bieber for the first time in a long time and an album from Tyler for the second time in a short time. Life moves in circles and we’re all just circling back.

In a month I practically furnished an entire apartment which for my adults out there, you know, is uh, not cheap…that DORAI dish rack really does hit tho! IYKYK.

The new L11 command center is pretty epic and as I type this on my oversized executive desk I am confident we’re about to do some mighty find work on this here majestic perch.

I decided to hold on the next batch of tennis pouches—but rest assured those are coming soon (US Open.) In the meantime, some very special 1/1 hats are launching this weekend! (more on that below.)

August is always my favorite month of the year. Because I was born this month and as a Leo it’s my duty to care about that. We’ll be celebrating with a long planned trip to Europe to explore some new places and one very special old place.

Finally, the greatest thing on the internet right now is Klay Thompson and Megan Thee Stallion’s relationship. Truly wonderful stuff—exhibits A, B and C.

With love,

L11

Main Event 🎡

WNBA Status Report

I recently found myself in the great(?) state of Indiana, where they sure do love their hoops for WNBA All-Star weekend.

What for many years was an afterthought for a majority of sports fans has become a full blown phenomenon—with far reaching impacts on culture, business and gender equality. And I’m totally here for it.

The Original 7 Teams—can we bring back the Rockers!?

What’s happening in Women’s sports and specifically the WNBA should be on everyone’s radar. The league which started as 7 teams in 1996 is now at 13, having recently announced new expansion teams that will bring the count to 18(!) by 2030. Holy growth. Just look at the graphic below—team valuations are skyrocketing with the newest team, my hometown Valkries (go Valks!), sporting the highest valuation thanks to owners that understood how to merge an existing fan base in the Warriors with the renewed excitement around the W.

boardroom

A post shared by @boardroom

But that’s all stuff you can read on the internet. What I witnessed in Indy was proof that it’s all happening right now. Having worked with Coach this year on their breakthrough WNBA partnership, It’s been enlightening to have a court-side seat to the action.

Here’s what you should take away:

The Caitlin Clark effect is very real. While it was a bummer she got hurt and wasn’t able to compete, her impact was still felt everywhere. During the game I asked a staff member who works for both the Fever (women’s team) and Pacers (men’s team) which was more popular in Indy. Now keep in mind the Pacers just went to the NBA Finals, barely losing in 7 games to the Thunder. He answered that if the Fever played as many games as the Pacers, it wouldn’t even be close in terms of attendance and revenue. The numbers back it up, from a Yahoo Sports article: “After the historic 2024 campaign, the Indianapolis Star hired valuation expert Ryan Brewer from Indiana University Columbus to study Caitlin's economic impact on the league last year. He concluded that Clark was single-handedly responsible for 26.5 percent of the WNBA's 2024 economy. He also projected that the "Caitlin Effect" could hit a billion dollars this year.” One fourth!
Fashion is the future. When you think of the fashion industry as a whole—from purchasing power, to number of brands to frequency of buying—it is very female focused. Yet, when it comes to sports, it’s a been a totally male dominated conversation. This is so backwards. It’s true some men have embraced cool fashion looks or have hired killer stylists, but mostly it’s the same tired uniform comprised of the same tired brands. In women’s fashion there’s depth, variety and an audience much more predisposed to buy what their favorite athletes are wearing. The Coach partnership is proof of this although we were curiously the only higher end fashion brand present. I expect things to change next year. From limited-releases to full on shows/presentations, the table is set.
Authenticity is the key. Just because there’s money in it, doesn’t mean your brand activation makes sense or your idea is worth bringing to the league. I am not the first person to identify this has a lucrative opportunity but it was clear walking the convention center floor that brands are either using the same playbook from the men’s space or pandering to the lowest common denominator. The bar is low and the fields of opportunity are vast. Think collaborations that make sense whether it’s with existing fans of the league, regionally specific artists, or with insights specific to the Women’s game. Tailor your approach by doing your homework and reap the rewards as it’s truly still early in the game.

An Invitation 💌

L11 x Désolé Atelier present [Wild Flowers]

Ooooh wee. We’re doing it. This Saturday (tomorrow, 8/2) in Los Angeles we get to finally share our [Wild Flowers] caps with the world. Months in the making I worked with my buddy Mickey the virtuoso behind Désolé Atelier to embroider 50 1/1 caps. This will be the only time you can see all of them together. Hope to see you there.

Plants & Spaces, 4877 Fountain Ave, Los Angeles, CA 90029, 6:30pm-9pm 🫶

A Restaurant to Consider 🍜

Stir Crazy - LA

Stir Crazy is a spot to know. Situated on Melrose conveniently 5 minutes from my new place, this place is simply a vibe. With a menu that sports things like “celery salad” and “parmesan crumbs” come with an open mind, enjoy a great selection of wine and stay to very possibly see Dev Hynes or Asap Nast. NOW that’s what i call dining volume 807.

A Store to Check Out 🛍️

Gator’s Vintage - LA

I was turned on to Gator’s Vintage by The Bengal Stripe, an excellent newsletter by my pal Nico. I found myself downtown a few weeks ago and decided to check it out myself.

Vintage is so hard these days with it often feeling like you’re picking through all the rejects of more seasoned shoppers. Not at Gator’s! His selection is top tier and he is as kind a soul as they come. A former poetry teacher turned vintage aficionado, Gator (his nickname since childhood) is doing it the right way. His prices are also extremely reasonable which is a plus when dealing with a top tier vintage god. Thank you Gator! I will be back!

Sometimes you buy a Coachella shirts well in advance of...Coachella

A Brand to Know 📡

Sunbeam Vintage

Really more of a store than a brand but they make their own killer furniture so this counts! If you live in LA, have good taste and like midcentury furniture—you surely already know about this wonderful establishment.

They combine a mix of vintage with an in-house line that makes cruising into their Highland Park location always a fun adventure. With a large selection out on the street, it’s impossible to miss and similarly impossible not to fall in love with. If this is the first you’re learning about Sunbeam…de nada! Send me a pic of what you get.

sunbeam_vintage

A post shared by @sunbeam_vintage

Website, Instagram

Something to Buy 💸

[Wild Flowers] by L11 & Désolé Atelier

Here they are, all 50! The online link will go live Monday or Tuesday next week with the caps we don’t sell tomorrow night. If you’re dying to reserve one, shoot me a note and I’ll see what I can do! I love them so much. Buy them here!

An Account Worth Following 📲

Conor Murgatroyd

I discovered Conor Murgatroyd’s work through Lobster Club last year and have been totally enamored by his abstract surrealist mind since. Bringing his works to life through enamel painting, he has an eye for detail and color that draws you in and lets you stay for a while. It’s artists like Conor that remind me that imagination is so infinite, in a world of ai, nothing can replace human creativity. It’s also a reminder that I totally have a specific taste in art and fully plan to have one of Conor’s works on my new found wall space…hopefully soon?!

A favorite that was sold before I could pounce

Unsolicited Feedback 🤷🏻‍♂️

Support the Homies

Putting yourself out there is uncomfy. Whether it’s writing this monthly or putting product out into the world. That certainly doesn’t mean you have to buy a hat but there are lots of ways to support! Sharing things with friends, liking on social media, etc, goes a long way in making that uncomfy feeling a little more…comfy? This isn’t even an ask to support me directly—more a reminder that a little goes a long way with people you care about. Love you, mean it.