Uber Redesigns Logo

For six short years, we've been able to discern the Uber Technolgies logo by the metallic silver "U"s stuck on the windows of countless Uber Xs and XLs that have reimagined how we get from point A to point B.

As of yesterday, the company has changed its iconography for a graphic less conservative. Colorful and abstract, the logo redefines the company's image as something more comprehensive than a ride-sharing service.

The brand new logo, which will appear on updated versions of the mobile application, is based off of the bit and atom, two of the most important developments in human history.  According to their video that unveiled the logo redesign, the bit, the smallest unit of data in a computer, signifies the complex and advanced technologies Uber is using to express an effortless and refined logistics platform.  The atom, or the basic unit of a chemical element, which is present in everything, represents the rapidly expanding cities the company operates in as well as the goods they serve. 

In an attempt to appear less aggressive and overpowering in international markets where Uber threatens to displace taxi drivers, the redesign will allow each regional arm of the company to have its own country-specific color and pattern palettes alongside five global visuals.

Whether it be cost effective transportation with UberPool or their foray into delivering fresh food to your doorstep with UberEats, Uber is constantly thinking about human interaction in society.  The artistic translation of opaque electron clouds represented by the hues of blue and the rendition of binary code symbols reinforces Uber's role in the physical world as the intersection of technology and lifestyle meets logistics. 

Time will tell if the new Uber icons are synonymous with the brand, like the classic "U" symbol.  In the meantime, check out the company's video highlighting its newest adjustment here.

Vans Era Half Moon Via BILLY's

Tokyo shoe supplier BILLY'S is valuable because of the exclusive sneaker releases the store receives. Brands like adidas, New Balance, and Saucony have dropped unique footwear at the Japanese store.

This time, Vans' classic Era silhouette is granted special treatment at BILLY's. Remixed as the Era Half Moon silhouette, the shoe's forefoot features a cap toe, similar to Keen or Jack Purcell, that extends beyond the outsole's white vulcanized rubber. Suede covers the upper, which comes in black, white, red, and blue color options.

Shop the Vans Era Half Moon beginning February 11 for ¥9,000 JPY, or approximately $74 USD, at BILLY'S.

Source: HYPEBEAST

Beware of Feds, COOP

COOP and Wreckaz Gang affiliate Kyle spray paint railcars stopped in Swissvale

COOP, one of Pittsburgh's resident graffiti artists, immerses himself in graffiti wonderland. An adrenaline rush overcomes him after successfully tagging billboards, railroad cars, and public wall space visible to masses of people.

Graffiti is criminal when people spray on public and private property they do not own or have permission to use.

COOP acknowledges the legality of graffiti, and it makes him wary. However, when the adrenaline high hits him, he wants to write his tag and throw up more frequently and in more places across Pittsburgh. COOP is captivated by the exploration and boastfulness of the creative expression.

The artist participates in a risky business where each outing could be his last. Nosey neighbors, property owners, and police could happen upon COOP's process at any moment and arrest him for his second time.

One occasion COOP tagged a staircase viewable in Pittsburgh's Greenfield-Squirrel Hill neighborhood. When he finished I told him, "Do not push the limits, you already hit one spot today. The longer you go, the greater chance you have of getting caught." COOP was attentive to what I said, but he played the odds and tagged a billboard hanging over the highway, as well as bridge dividers and trash can covers.

COOP's throw up along a staircase in Greenfield-Squirrel Hill

Eventually, I convinced him to call the day a wrap. On the way back to basecamp, I stopped at the Speedway gas station on Browns Hill Road to refuel. There I saw COOP exit my Nissan Juke with a can of spray paint and walk up Beechwood Boulevard's incline. I could not go after him because the gas pump remained in my car. I hoped whatever he was doing he would be discrete, work quickly, and return. I finished at the gas pump and waited for COOP. Not long thereafter he came sprinting to my parked car. "We gotta whip out, we gotta whip out," he said. "Why, why," I asked. "Because some old man saw me and asked me what I was doing, so I told him to fuck off," he said.

I pulled out of the parking lot and headed across the High Level Bridge towards the Waterfront. "Are you kidding me," COOP said as he looked into the rearview mirror. The old man he told to fuck off was now following my Juke in a gold Honda Pilot. I was shocked the man tracked COOP into my car and was swift enough to trail my vehicle. I understood, however, why his anger motivated him to chase us through the Waterfront and record the low-speed chase with his iPhone.

The man acted like a vigilante and hunted COOP for his disruptive, criminal, and damaging behavior that displayed a lack of respect. For some people, when they notice graffiti markings on the street they see negatives, and not the creativity, pride, and artist that drives the craft.

Recently, on Jan. 23, COOP, myself, and Wreckaz Gang duo Kyle and Kyle had a run in with police due to our suspicious activity near a train of railcars stopped on the tracks in Swissvale. The situation was pretty uneventful, and nothing happened other then two of us discovering a police cruiser posted next to my car in a park's snowy parking lot. COOP ditched his paint before the copper saw anything and at the sight of my camera, he drove off with a nod and smirk.

Nevertheless, COOP continues to spray graffiti across Pittsburgh. With people watching he will need to be more careful because his second arrest with higher fines, more community service hours, and possibly jail time is looming.

Visuals of COOP and Wreckaz Gang members playing in the snow on railcars are sprinkled throughout the article.

URLA Brand featuring Cozz and Tha Committee

Cozz for URLA Brand

Underrated Los Angeles, more popularly known as URLA, is a lifestyle clothing brand originating in Los Angeles, Ca.

URLA's moniker and mission is an exposé of sorts, as the brand showcases, highlights, and promotes a class of artists undiscovered or underappreciated in the Los Angeles area and beyond. The creative forces, be them rappers or models, join URLA brand in projects such as collaborative t-shirts and lookbooks. URLA uses its website and social media platforms to feature the works, and then visibility is increased by the garments' real world implementation like on stage at live music shows.

For instance, in the past, California rapper Murs (Making the Universe Recognize and Submit or Making Underground Raw Shit), collaborated with URLA on multiple t-shirts, like "The Youth Have The Power," "Everybody Is Somebody," and the most recent "Three Sixteen" capsule. (Listen to his song called "No Shots" with producer 9th Wonder and Pittsburgh rapper Mac Miller.)

Additionally, the latest collection and collaboration from URLA cannot go overlooked. The streetwear label's new range of products, consisting of branded beanies, dad caps and a long sleeve logo T-shirt, are modeled by rap group Tha Committee, front manned by Cody Macc, aka Cozz from Dreamville Records. The clothing and lookbook release comes roughly two weeks after Cozz dropped his latest mixtape, Nothin Personal. MEEZ, the tape's executive producer, and Correy C, who appeared on Revenge of the Dreamers II, are also featured in the curated visuals. 

Underrated Los Angeles' brand execution, the partnership with relevant artists, and promotions underline the up and coming talents people need to take notice of. Through its clothing collections, URLA shows appreciation to the art and the culture at face value.

Shop URLA at urlabrand.com.

Throw Up by COOP

Urban environments, with their numerous wall spaces, mass transit vehicles, bridge and roadway stanchions, abandoned structures, street signs, trash can covers, and traffic boxes provide graffiti artists the essential and visible platforms needed to showcase their art.

Even after getting busted by law enforcement and serving community service hours for a crime under a previous tag name, Pittsburgh, Pa. graffiti artist COOP has no problem using the city's public and private property as the canvases for his pieces.

"When we go on TV we see advertisements. These big corporations are paying for billboards and what not. I'm advertising for free," said COOP.

From time spent with the artist, it can be observed that graffiti is stimulated by self-promotion, creativity, respect, and secrecy.

 "I have a secret identity. I'm like Bruce Wayne and Batman," said COOP.

Artists' personas are reflected in their "throw-ups," jargon for graffiti signatures boastfully painted to city surfaces and complex masterpieces that mark territorial ownership, ultimate exposure, and beauty.

Popularization in the graffiti underground is granted by the widely viewed nature and unique location of artists' work, amongst style, technique, and daring exploration. Pittsburgh native Mook, aka Michael Monack, is notorious for having his tag name painted atop Pittsburgh's 10th St. Bridge.

As COOP enters into an abandoned girls dormitory tucked away in Swissvale, a borough east of downtown Pittsburgh, he mentions to me how he wants his pieces to be seen on a larger scale. Amongst the artist's goals is expansion; COOP desires to spray his nom de plume all over the Steel City, in areas such as East Liberty, Squirrel Hill, Homewood, the Waterfront, downtown, and the North Side.

Most commonly, COOP tags around Pittsburgh outlined ghosts, different versions of the "COOP" throw-up, S.K.S. (Stay Killen Sh*t) and "Wreckaz Gang," a promotion of his Swissvale friends. When COOP begins to tour me and two of his companions around the dormitory, his graffiti is visibly tagged to walls, doors, windows, and rooftops throughout the rundown, dilapidated building.

While standing in a room adorned with a mural by lauded Pittsburgh graffiti artist Kavis, COOP speaks about familiar artists in the Burgh's graffiti culture. He likes THOR, GEMS and internationally known British artist Banksy.

If COOP is able to popularize his own work, I am curious as to what comes with graffiti fame. He says, "Probably nothing for real. Respect for the most part," and describes an instance when he had beef because somebody crossed out his work in the girls dormitory:

“I noticed somebody painted over my piece. I wrote above the x-out, ‘It’s on sight, p*ssy.’ The next time I went in the dorm I came across the perpetrator who disrespected my art. I pulled out a knife from my pocket and told the person to leave their paint behind and scram. The person didn’t move so I stepped forward. He ran away and I yelled to him, ‘Thanks for the paint!’”

Each time COOP uncaps his cans of Rustoleum spray paint and writes across Pittsburgh's cityscapes he is communicating and protecting his self-pride, neighborhood, and artistic ability.

In order to turn COOP into an icon, however, he must find valuable and viewable locations to promote his image, and acquire a savvy that does not get him caught in his endeavours. After, respect may follow.

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In an effort to track COOP's growth and offer a unique perspective on the over-looked, criminal, and appreciated graffiti culture in Pittsburgh, InTheRough Style staff will photographically and video-graphically document COOP's processes around the city.

Next, ITR travels with COOP to Squirrel Hill where the artist tags a staircase wall. If you are curious, you can see it most commonly at your right, if you are in Pittsburgh, driving on Interstate 376 Parkway East, and using the Homestead Exit headed to the Waterfront.

Visit @intheroughstyle on Instagram to preview the motion picture.