Irvine, California-based La Jolla Group, the action sports licensing company, has entered a long-term agreement with the graphics-driven streetwear brand, True Love and False Idols.

In keeping with LJG’s diversification strategy and identifying the streetwear market as a core growth area, the company has taken on the master license for the brand, recognizing it as one of the hottest “street couture” lines of California.

“This acquisition presents an incredible opportunity to enter new markets and build a young up and coming brand,” said Toby Bost, CEO of La Jolla. “It also marks LJG’s commitment to partnership with its retail clients [and] bringing “newness” to the retail floor.”

The company said it plans to announce the addition of a sales executive to grow the brand’s national account base of high-end specialty retailers as well as its international business in the coming weeks.

—Tim Yap