(PRWEB) December 20, 2004 -- Joel Hendricks, Linkin Park’s original jack-of all-trades, partnered with hotelier Mark Giddings and designer Justin Marvonek to create Rock Underground, a collection that embraces fashion and eccentricity.

Targeted at the young consumer, Rock Underground distinguishes itself with unique fabrics and finishes sold at moderate price points. The collection fills an empty niche because it is conscious of trend, cost and comfort. The attention to detail is evident – hoodies with stitched graphics, boy beaters with an antiquated finish, and the Jagger Trench – a slim, sleeveless, stand-alone with once worn by a rockstar appeal.

Rock Underground encourages consumers to “Keep Warm, Make Trouble”. Hendricks says, “The collection represents our consumer’s desire to enjoy looking good. I asked how can we enjoy style? When we can afford it.”

Rock Underground debuts at retail in January 2005. Sold through a select distribution focusing on specialty boutiques and department stores. The line will be supported by a unique branding and marketing program to be announced at a later date.

Suggested retail prices of $21 -$160. The line includes men’s and women’s denim, fleece, boy beaters, collection pieces and graphic vintage inspired t-shirts. All pieces custom-finished at the Rock Underground facilities in Costa Mesa.

Designer Justin Marvonek has contributed to the success of many well known brands. He has collaborated with Stateside Garment Traders and contributed to the success of E-Label Environmental. Of the collection he says, “We are injecting originality into the apparel production process.”