Locl: How a Myth Turned Into Our Local Legend
Every city has its rumors.
In Fresno, some people swear they’ve seen a huge, furry shape moving through the streets late at night. Big shadow, bigger footsteps. At first, it was just another story you tell outside a corner store or after a show in Tower.
Turns out that “myth” had a name.
And a red hoodie.
And a whole lot of hometown pride.
This is the origin story of Locl, the Local Legend.
The Creature on the Edge of Town
Before anyone knew him as Locl, he stayed on the edges of the city.
He watched from the orchards, the canals, the dark tree lines by the freeway. Big, hairy, and obviously not built to “blend in,” he learned early on that the world didn’t really have a place for someone who didn’t look like everyone else.
So he walked alone.
Miles and miles around Fresno, always just outside the glow.
From a distance, he’d see pieces of the city:
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The neon of the Tower District
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People laughing on patios and sidewalks
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Murals going up on brick walls overnight
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Kids skating past “No Skateboarding” signs anyway
He didn’t know the people, but he recognized the feeling—this stubborn, fearless “I’m gonna be me” energy.
And for the first time, he wanted in.
First Steps Into Tower District
One night, the music from Tower was too loud to ignore.
Locl followed the sound—hood up, head low—into the streets he’d only ever seen from a distance. He expected people to stare, point, freak out.
Nobody did.
Somebody held a door open for him.
A bartender nodded like, “What’s up.”
A skater rolled by and said, “Cool hoodie, big bro.”
That was the turning point.
Locl realized: this place wasn’t perfect, but it was full of people just like him—different, loud, quiet, artsy, weird, normal, all at once. People who weren’t trying to fit into some idea of “cool,” just repping who they were and where they were from.
For the first time, being huge and hairy didn’t feel like a problem. It felt like a flex.
Why He’s Called Locl
He didn’t choose the name for himself. The city did.
Stories started going around:
“Yo, you seen that big dude walking Tower at night?”
“Nah, that’s not just anyone. That’s the local legend.”
“The Locl? Yeah, I heard of him.”
“Local legend” became Locl. Short. Simple.
A name that belongs on a wall, a story, and eventually—a shirt.
Locl wasn’t a monster anymore.
He was a symbol of what it means to show up exactly as you are and still belong.
Red Hoodie, Headphones, and Big Steps
Everything Locl wears means something:
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Red hoodie – The color of attention and confidence. You can’t hide in red, and he’s done hiding.
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Headphones – He walks with his own soundtrack. Some days it’s oldies, some days it’s hip-hop, some days it’s local bands. Always his vibe, never forced.
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Big sneakers – A reminder that he moves. He walks blocks, crosses neighborhoods, and shows love to every corner of his city.
Locl doesn’t drive the city.
He walks it.
He sees the cracks in the sidewalk, the tags on the alley wall, the “Open Late” signs in windows, the handwritten flyers for local shows. He sees the life most people miss when they’re just passing through.
From a Story to a Symbol
When JuustAShirt was taking shape, we knew we didn’t just want a logo. We wanted a living, walking idea.
Locl became that idea.
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For the kid who feels “too much” or “too different”
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For the ones who stayed when everyone said “there’s nothing here”
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For the ones who left but still rep their hometown everywhere they go
Locl is a reminder that you don’t need a big city name to be important. Your block is legendary. Your neighborhood is worth repping. Your story is worth wearing.
So we put him on tees and hoodies—not as a mascot who sells things, but as a character who tells the truth:
“Be you. Rep where you’re from. Real ones stay Locl.”
Locl Doesn’t Belong to Just One City
Locl was born under Fresno skies, in the glow of the Tower District. That’s home.
But legends travel.
Wherever people show up as their real selves and love their hometown loudly, Locl fits right in. One day you might see him:
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Under a freeway overpass mural in LA
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On a corner in Oakland
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Near a corner store in Houston
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At a bus stop in Chicago
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Or walking past your block, nodding like, “Yeah, I see you.”
Anywhere there’s real local pride, Locl is already there in spirit.
Why We Keep Telling His Story
You’ll see Locl all over JuustAShirt:
Because he’s not just our mascot—he’s a mirror for you.
Big, small, loud, quiet, artsy, shy, extra, laid-back—whatever you are, there’s room for you here. You don’t have to shrink yourself to fit someone else’s idea of “cool.”
Just throw on a tee that feels like home and step out the door.
Welcome to Locl’s World
If you’ve ever felt like the myth on the edge of town…
If you’ve ever loved a place so much it feels like part of your DNA…
If you’re proud to be “from here,” wherever here is—
You’re already part of Locl’s story.
Thanks for walking with us.
Thanks for repping with us.
Be you. Rep where you’re from.
And remember: Real ones stay Locl
