Loaded: for everyone and no one.

Loaded's limited collections are as unique as the individual wearing them.

 

 With virtually zero advertising, Loaded built its foundation through

guerrilla-style promotion and word of mouth.

This approach led to a surge of success overseas and in Loaded’s origin city of Los Angeles.

 

Described as street glam, Loaded has been worn and seen in a multitude of magazines and seen on a wide range of artists, musicians, and performers.

With no visible boundaries, Loaded is embraced by all demographics of street culture. 

 

Owner and designer Sonny Valenzuela built his reputation as assistant director of Dolce & Gabbana, and Ready to wear Specialist for Christian Dior on Rodeo Drive...He’s also worked alongside L.A. designer Henry Duarte. His time spent there can be seen and felt in the refined edge his Los Angeles-style streetwear carries.