Founder and creator of his eponymous collection, brian lichtenberg has reinvented the brand with the launch of pop culture juggernaut bltee, a smartly executed range of universally chic streetwear. While the california native has been the go-to designer for the music industry's biggest pop stars for over a decade, dressing songstresses from beyonce to rihanna to miley cyrus, it is the runaway success of his u?ber clever bltee collection that has made lichtenberg the one to watch, placing him firmly on fashion’s very discerning radar. The bltee collection incorporates lichtenberg’s signature sense of humor and cheeky style with high fashion -- something the designer has done for years, starting first with his brianel no. 1 tee back in 2006. These days, you can't scroll through a street style blog without seeing his newest clever riffs on some of the biggest designers balmain (ballin), hermès (homiès) and céline (féline) worn by top fashion girls around the globe. From new york to paris, milan to london, supermodels such as cara delevingne, candice swanepoel and jourdan dunn are all wearing the graphic sweaters, tees, and accessories as their offduty attire. It seems as though brian lichtenberg has single-handedly transformed streetwear into a highly coveted fashion commodity. Raised in southern california, lichtenberg has always had an affinity for the effortlessly chic sensibility that the city is known for. Since the beginning, he has drawn inspiration from a host of creative friends, none of whom were ever slaves to fashion trends, but instead to genuine self-expression and creativity. Los angeles, distanced from the new york and europe scene, has the luxury of operating "outside the box," so to speak. It is from this place that lichtenberg has had the freedom to take fashion into consideration without ever taking it too seriously. Tongue firmly planted in cheek, lichtenberg's designs are at the same time both reverential and autonomous. Though his one-of-a-kind, runway-ready looks remain a strong part of the brian lichtenberg legacy, the designer is excited for the new direction the brand has taken. For the first time, he is designing universally accessible pieces on a large scale, worn not just by celebrities and supermodels, but by everyone. The new bltee has quickly become massive cult phenomenon. From fashion’s tastemakers to members of the savviest subcultures, bltee has been fully embraced on account of its fresh approach and broad appeal. The success of the bltee brand has not gone unnoticed amongst the world’s top retailers. Bltee can be found hanging with leading designers at both specialty boutique shops such as colette in paris, antonia in milan, and selfridges in la, as well as high-end department stores browns of london and harvey nichols.