It’s a Friday night in the Arrow Lounge at Uptown Tavern, and Arash alternates between shots of Maker’s Mark and sips of Yerba Mate. This is the launch party for Justified Hype, a project three years in the making.
Guests make merry, browsing the business plan and posing in front of the eight foot Justified Hype backdrop under the glow of visuals from Video Artist Rebecca Nuvoletta.
“The turnout is amazing! Everyone who is in this room is the inspiration for starting this project,” Arash tells the crowd.
“It’s been a blurry vision in the distance. As I work with more people, it becomes focused, actualized. Justified Hype is its members and their passions.”
In between his turns on the tables, DJ Navjeet Sarna retells part of JH’s origin story – an idea to make “high-end, bespoke t-shirts,” using new printing technology and featuring photography from talented community artists.