Summer of Lovemade

Sometimes it pays to grow up in Orange County if one has a passion for style. Not that we see much of a funky aesthetic in, say, Newport Beach. But Tammy Le and Linda Nguyen, cofounders of the boutique PR and marketing agency Lovemade, immersed themselves in design for local O.C. labels like Obey and LRG and turned the experience into a thriving independent business, catering to the indie music and event scene. But design is still in their blood: Matahari recently came calling to do a collaboration purse with Lovemade, so vibrant in its gold-chained splendor that we envisioned M.I.A. calling for six of them while fuming about her recent fiasco profile in The New York Times Magazine. Han Cholo previously collaborated with the gals for a gold snake earpiece collaboration that embodies — dare we say it? — edgy.

The girls are so dedicated, in fact, that they even sign their names "Tammy and Linda Lovemade." Friends since the sixth grade, Le and Nguyen, both clad in silk and knits, explained their business and style must-haves.

Style Section L.A.: We love that Lovemade is a labor of … love. What are your separate careers?

Tammy: I work for will.i.am from the band the Black Eyed Peas. I’m his business assistant. I’ve known him for 11 years from going to parties and seeing him at events. I basically coordinate his day-to-day plans.

Linda: I’m the creative director for Colorfast. It’s like American Apparel, in that it deals with fashion basics. This brand makes good basics to wear but also works with a lot of other brands. I’m also creative director for 3rd & Army. Their target market is the Urban Outfitters girl. Urban Outfitters picked up both of these lines actually.

ON THE TOWN: Nguyen and Le of Lovemade.

So why did you decide to team up for your own project?

Linda: We knew the idea behind the brand was to promote creativity, music and fashion. And the name Lovemade reminded us of doing something from the heart, something you love to do. We try to be a brand that inspires other people. Of course we’re a business but we throw events and work with DJs that we personally like. The company is a part of us.

You both have great style — how would you describe it?

Tammy: Edgy. It’s hard to really describe because it depends on if we stay in or go out. Sometimes I can look like a total boy and other times really girly. I always like to have a girly element when we go out though. Linda- I’d describe it as high-end street meets city girl. I like being feminine. If I’m wearing all black I’ll have colorful makeup. I love color. I’ll also mix vintage with Zara or H&M.

EAR CANDY: Lovemade's Cold Hearted Snake gold earpiece for Han Cholo ($70), available here.