Photos courtesy of Jim Leatherman.
The Home Alone logo is for many Americans an iconic image: the lonely blue house set against a black backdrop immediately evokes child-like desires to escape family and be on one’s own, perhaps even without a home at all.
Of course, this is what it evokes if you are lucky enough to have a home in the first place—which is why the founder of Long Beach’s Port clothing company has decided to turn that image around. After touring the Long Beach Rescue Mission and being impressed with their message, Jim Leatherman has created a set of sweatshirts and beanies using the logo in an effort to raise awareness about the fact that many are alone without a home continually.
“I like to take my approach to design—which is kinda light-hearted—and my love for the Long Beach community to do something that has a bit more of an impact,” Leatherman said. “Together, the Mission and I have taken that Home Alone logo and inverted it into a shelter theme. It kind of plays off of the movie’s design with that holiday flavor while also reminding some that being home alone can be a permanent thing.”
And beginning this weekend, the Port shop right off 4th St. at St. Louis Ave. in Retro Row will be selling Home Alone crew sweatshirts and Kevin McAllister beanies with proceeds going to the Long Beach Rescue Mission.
Though this isn’t his first foray into charity work—two years ago, Port supported the Long Beach Surfrider Foundation with “Sink the Wall” tanks in an effort to raise awareness about the breakwater—this is the first time Leatherman is so actively attempting to send the message out.
“I’m sending out packages to tastemakers and bloggers around the Los Angeles and Long Beach community and encourage them to spin their own take on the project,” he said. “Through Instagram or photography or fashion, I want them to do their own thing and get the word out with the hashtag NotSoHomeAlone.”
One of those tastemakers is local professional skateboarder Chad Tim Tim (pictured), who will be used for Port’s own photography to advertise the simple and straight-forward of the project. Ultimately, the hope is to connect the more affluent middle-class folk—the people who are not just the characters portrayed in Home Alone but those who most likely appreciate the film most—with the idea that a roof should be something everyone has.
“At first I thought, ‘Will people get this?'” Leatherman said. “But we’ve done it tastefully and respectfully—and we hope people will agree.”
The sweatshirt will sell for $48 and the beanie for $24, with proceeds from the sales through December 31 benefitting the Long Beach Rescue Mission.
Port Long Beach is located at 402 St. Louis Avenue. To buy the products online, click here.
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