Dr. Romanelli's latest project comes to fruition with the Sobe Squamata initiative which kicked off at the Nomad Gallery. Enlisiting the help of a few friends, close friend Eric Elms comes on-board to help brand the project. Furthermore, Elms, Romanelli and Craig Redman each created a special giveaway product in the form of the t-shirt. Throughout the summer, an Elms-designed ice cream truck will be at the center of a series of events with product giveaways. Follow the Sobe Squamata ice cream truck through Twitter at twitter.com/SoBeSquamata.

Director: John Bollozos/Clement & Co.

hypebeast.com/2010/07/sobe-squamata-dr-romanelli

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