Arroyo Grande graduate launches clothing brand

Cory O’Keefe, a 2004 graduate of Arroyo Grande High School and local musician, has launched a clothing brand, “LUVD,” that allows customers to select a nonprofit organization to receive 10 percent of each purchase. Some specially designed items yield donations of 50 percent.

“Our clothing is a canvas for the message: ‘You are loved.’ We want to spread a message of value to people. That you are good enough to pursue the gifts and talents you create.”

The T-shirts, sweatshirts and accessories, inspired by a youthful California culture and made in California, bear messages such as: “Live LUVD Break Chains,” and “Love will save us.”

The clothing is available at Esteem board shop in Pismo Beach or online at http://www.luvd.com.

After launching the website two months ago, O’Keefe has received orders from around the world, exceeding expectations, he said. O’Keefe would not disclose sales information. He is the sole employee.

The website features videos and photographs of local young people enjoying the area’s special locales.

“Supporting causes doesn’t have to be serious,” said O’Keefe.