La Familia Street Culture · Our own label
Protect The Family is the own label of La Familia Street Culture, South Africa’s original street-culture house, since 2017. One-of-one Alpha Industries bombers in 2017, La Familia × BIC® lighters in 2019, our hand sanitiser with Flo in 2020 and the PTF tees, hand-crafted in Los Angeles, in 2024.
Every piece sold out, and Protect The Family is never restocked or re-sourced. When a drop is gone, it’s gone.
“Jesus” Tee
SS25 · August 2024Hand-crafted in Los Angeles from 14/1 cotton, garment-washed with pigment black and a heavy enzyme. Drop shoulder, an oversized Psalm 23 print on the back, the LF crest on the chest, light distressing on the hems and a heavy softener. Very limited production.
Dove Tee
SS25 · August 2024Hand-crafted in Los Angeles in 14/1 100% cotton, garment-washed for a deep jet black with the Dove print in Tuscan red. Drop shoulder, oversized print, heavy softener for a soft luxury feel. Hand cut and sewn.
“LF Angels” Tee
SS25 · August 2024Hand-crafted in Los Angeles in 14/1 100% cotton, garment-washed to a vintage white with a heavy enzyme and softener. The LF Angels print in blue, drop shoulder and light distressing on the hems. Hand cut and sewn.
La Familia × Flo Hand Sanitiser
March 2020A waterless hand sanitiser with a flip top and the La Familia lion, made with Flo Personal Care. Made in South Africa and SABS approved. Sold by the bottle and by the case of twelve.
La Familia × BIC® Lighter
October 2019Official BIC® lighters with the La Familia lion: black with a white print and white with a black print.
Protect The Family × Alpha Industries Bomber
6 July 2017An Alpha Industries flight bomber, reworked by Protect The Family: a custom harness made by Spider Webb with quick-release buckles and steel D-rings, and the Protect.The.Family badge embroidered to match the orange lining. Worn black side out with the harness, or reversed to orange. Every jacket was one of a kind.
Where it started: a bomber jacket collaboration with Alpha Industries, each one fitted with a harness made for us by Spider Webb. Every jacket was one of a kind.
It launched on 6 July 2017 at Cutthroat Familia First Thursday, in our Rosebank store in Johannesburg. Photographed on the night by Alain Kassa.
Black side out with the Spider Webb harness, or reversed to the orange lining with the Protect.The.Family badge across the back, embroidered to match the orange inside the jacket.
Six weeks after the launch, Protect The Family walked at AFI Xperience, African Fashion International’s showcase during Mercedes-Benz Fashion Week Joburg. The film is our own camcorder footage from that August: backstage, the fittings and the store.
Our first everyday object: official BIC® lighters carrying the La Familia lion, in black and in white. They sold through until 2021.
When the pandemic arrived we made our own hand sanitiser with Flo Personal Care: 70% alcohol, made in South Africa, sold by the bottle and by the case.
Three tees for SS25, hand-crafted in Los Angeles: the “Jesus” tee with Psalm 23 on the back, the Dove tee in jet black and Tuscan red, and the “LF Angels” tee in vintage white and blue. Every size sold out.
Protect The Family (PTF) is the label of La Familia Street Culture, founded in Johannesburg in 2014. More from the archive: Since 2014 · From the Archive.