Alec, is a Coachella Valley native from Palm Springs, CA and Owner of ity (itoyou.industries). As a young teen, he was inspired by the big boom of the Fairfax streetwear movement in Los Angeles at the time. Tune in as he explains the core meaning behind ity.  The struggles of the loss of his dear friend, his brother. Now, going into 2021 with a clear understanding that growth is by collectively building into something bigger than him. Alec also mentions the creation of The Culture Corner. With this clarity, vision and support he is now ready to drop his passion project "ity 001: Unfinished Business" and take ity to the next level.

https://www.itoyou.shop