As a branch from Lip Service, 24HRS Apparel was created in 2012 wanting to create a fun label from that weirdo subculture that knows how to party. Reminding you of those neon signs on fast food joints, the kind that shine like beacons in the dark when you're driving around after a house party just looking for something still open, those final fleeting moments before sunrise when you don't want the night to end.  24HRS is for the 22nd century Tokyo Drift RaveKids, Anti-Establishment Alien Popstars, and the disenchanted Mutant Angels of the World Wide Web.