Loser Machine

About Loser Machine

Loser Machine is a California brand launched in 2009 by professional skateboarder Adrian Lopez. The name comes from a group of friends who were once stereotyped as counter culture, and the label is built around community, craftsmanship and being true to your trade. Lopez stays hands-on, from design through to operations and marketing. The look draws on skating and surfing, motorcycles, hot rodding and the military vehicles he watched growing up in San Diego. The range covers t-shirts, sweatshirts, insulated sleeveless bodywarmers, beanies and gloves, but the workwear influenced trucker hats define it, with higher fronts, wider brims and ventilation panels. Logos include a swooping eagle and the "Destroy the Future" slogan.