Ritual Presents Prototype

Ritual Expo, a West Coast music-meets-fashion event, is back for its latest production, called Prototype, to be held from 2 p.m. to midnight on July 28 at the El Rey Theaterin Los Angeles.

Ritual Expo co-founders Jed Wexler and Patrick Courrielche created the event three years ago to market music, technology, fashion and art in a one-of-a-kind setting. The idea caught the attention of MAGIC International representatives, who later asked the production duo to work a little magic of their own, resulting in MAGIC’s hip, alternative men’s and women’s show, The Edge.

Wexler and Courrielche said this year’s Expo will continue to showcase underground designers and artists but will not feature as many exhibitors as it has in the past. “We had to be a little bit more selective in terms of [choosing] what’s ’next’ in cutting-edge fashion,” Wexler said.

The event will feature around 20 exhibitors, including Fine Clothing, Nisa, Tokyo One, Filter, Dis Co, Citizen 7, THC, Da Vinci, Astro, Private Circle and Rojas. It will also mark the debut of Levi’s latest style in denim, Engineered Jeans.

This summer’s event marks the first under Authntik, a new creative marketing agency Ritual formed with BLK/MRKT. For more information on the expo, call (310) 764-0763. —Claudia Figueroa