What’s the word, folks? Coming off a heartbreaking, agonizingly painful week in the city of Boston, where an unspeakable and unfathomable tragedy occurred and put an entire city on lockdown, I’m back on the keyboard to shine some light on a new, fresh Boston-bred brand that’s set to blow: Moral Fabrix.

Founded by Brooklyn-born Haven Prescott, Moral Fabrix was initially incorporated in 2002, but was dormant until 2008, when things started to take shape. Heavily influenced by street and skate wear, the brand boasts a selection of tees, 3/4 raglans, hoodies and the highly talked about OG Robot snapback, complete with a smooth, creamy faux fur cheetah print brim.

Linking up with my Karmaloop affiliate Marquise Corbin, the brand needed to get some product shots squared away for their digital lookbook, viewable here, and decided to put a bearded boy in front of the Boston skyline and let the flash do me just. For additional brand info, including the online store, be sure to slide over to the official site – www.moralfabrix.com.

The brand itself is creatively different than what’s saturating the market today – dope designs, highlighted by a series of characters, including the Robot and stuffed animal crew, has a Kid Robot x Kaws feel, and the quality of the garments themselves are top notch. Whereas some brands stick to tees and others stick to high prices and hype items, Moral Fabrix provided high quality DTG prints (direct to garment), so your print will never fade, bleed, or be relegated to yard work duty after a few wears. And not to name drop, but how many local brands to you see sponsoring pro athletes? Well, Moral Fabrix has already been responsible for dipping both Baltimore Ravens’ cornerback Chris Johnson and the Cleveland Browns’ top wide out Josh Gordon in gear, so there you have an added bonus.

Be sure to check the photos and lemme know your thoughts on the next thing to stand out in Boston (more than already seen or heard).