On my first day at Worklife Studios, and only my seventh in LA, I was given a piece of work merch; a blue denim baseball hat with our logo stitched across its front. A lover of baseball particularly for its hats, I was overjoyed. But when I flipped it around and found my name chain-stitched in elegant cursive lettering with ocean waves framing it, the welcome gift gained a new level of personality and meaning. My first week in LA, in some small way, I met Large Lemonade, and everything I’ve learned about them since has made my custom hat that much more of a prized possession.
Founded by husband and wife and business partners Brooke and Zach, Large Lemonade’s vintage charm has positioned them as the go-to embroiderer for countless brands and unique clients. Since launching in 2018, they've brought to life the visions of many, from singular customized pieces to large-scale collaborations. Their hand-operated machine method infuses each design with a sense of authenticity and care you’d be hard-pressed to find in many other embroidery offerings, and their artistry is unmatched. I got the chance to chat with Large Lemonade and hear their take on the past, present, and future of their business endeavors. As some of the first to revive the art form and get people hooked on vintage-inspired creations in a new era, I was delighted to learn how they've pulled it off.
Watching Brooke, the artist of the operation, use her masterful skill of free-hand lettering and designing, I'm mesmerized. Her finesse further solidifies the brand’s dedication to craftsmanship and leads me to a tragic realization; I’ve gotten used to watching a robot do this. How did Brooke master this unique art form? As it turns out, it all started in New York City.
Brooke comes from a family of entrepreneurs, her parents run their own business as veterinarians, and her brother is the captain of his own fishing charter. And yet, she knew at a young age the traditional 9-5 wasn't for her, and the very first time she saw her future career in action, had a eureka moment.
Though an affection for vintage aesthetics and sewing have been constants in Brooke’s life, her chain-stitching journey began in 2017 as a tailor in the Levi’s shop at the Columbus Circle Nordstrom. She took to it immediately, prompting a month of training (for 8 hours a day) on the machine and countless hours since perfecting her process. Looking back, she says, “It truly feels like one of the best things that’s ever happened to me.”
They relocated to LA and began booking clients, Brooke tells me her husband Zach’s expertise kickstarted their business endeavors. Though growth and expansion were inevitable, the duo considered their options carefully due to the niche nature of their work. They began hiring in early 2023, Brooke says the change was “overdue” and expresses her gratitude for the team who’s grown alongside them. I begin to wonder about the hiring process; how does one fill such artistic roles? Brooke assures me everyone comes to the company with extensive experience in the art of chain stitching, and wishes she had more time to train others. Recent growth has allowed the two-person operation to scale the business and they’ve been busy developing some exciting merch and investing in new equipment to broaden their capabilities.
Canvas-wise they’ve gotten quite adventurous and stitch personalizations onto shoes, bandanas, denim (in all its forms), totes, cowboy hats, and even stuffed animals. Their growing list of past clients includes Converse, Coach, as well as Kourtney Kardashian and Travis Barker–whose premium party planner Mindy Weiss reached out to them via Instagram–featured in a baby shower-centric episode of the family’s reality show. Not to mention Glen Powell, who cited their personalized Topgun: Maverick-themed hat in a GQ video titled “10 Things Glen Powell Can't Live Without”
Not only is each stitched creation founded in the marriage of skill and creativity but it is rooted in history. Large Lemonade’s commitment to methods embroiderers have relied on for many generations sets the duo apart. Brooke relishes the opportunity to work with a machine from the 1940s, especially since hand-operated machine methods were abandoned in recent decades in favor of efficiency and cost, “I cherish the tactile experience of working with my hands and infusing each piece with my personal touch,” Brooke says, “integrating these historical elements into my work allows me to blend my personal interests with my career aspirations, making this journey truly fulfilling.”
The fulfillment is evident, it’s generated incredible reach. Scrolling through Large Lemonade’s colorful and nostalgic Instagram page you’ll find clients lined up at their tables at all manner of events to infuse new and old pieces alike with what Brooke calls, “a timeless quality.” One week they're customizing jerseys for Adidas, the next adding their touch to bandanas for Don Julio Tequila. What started with only custom designs has naturally shifted towards these events, which the team “loves to be present at.” Though e-commerce may seem a natural choice, Large Lemonade values connections with clients around the globe and opts for an interactive approach at gatherings.
Brooke credits her husband Zach for their recent mobility, “He’s been the visionary behind our growth and has always believed in our potential. I never anticipated becoming so mobile, but his encouragement and strategic planning have made it possible. I’m incredibly grateful for his support and for believing in our dream.”
Though many of the duo’s dream collaborations have become a reality, a standout, ongoing collaboration has been with T-Mobile’s Club Magenta as the main activation at music festival setups, “Initially, it was a significant effort, but as we’ve streamlined our process, it’s become a well-oiled machine, Brooke goes on, “Touring with their incredible team and visiting some of the best music festivals across the country has been unforgettable.” Clients become familiar faces, and Large Lemonade can reunite with fans at festivals around the country. Most recently, you might have seen them with Club Magenta at Lollapalooza.
The duo’s personalization lies not only in the details of a given embroidery but also in the inevitable individuality. Each piece exhibits a unique touch of human involvement and no two are truly the same. I ask Brooke about that moment of connection with clients, learning their names, favorite colors, and designs. She replies, “Whether someone is familiar with chain stitching or not, they often share a nostalgic story from their past—like ‘My mom made me something similar’ or ‘My grandpa used an old machine like this, and it’s wonderful to see it in action again.’ These personal stories inspire me greatly, as they evoke a sense of nostalgia and connection to a cherished time. This feedback not only enriches our work but also reinforces the meaningful impact of what we do.”
Leaders in the revival of embroidery alongside others like Tessa Perlow and New York Embroidery Studio, I feel inclined to ask about the fashion world, specifically how Large Lemonade fits into it all. Among them Brooke’s creations stand apart; chiefly because she boasts a range unlike I’ve ever encountered. From simplistic lettering that elevates every piece it graces like this J.Crew collab, to kaleidoscopes of color sprawling across the back of a denim jacket. No matter the design, Brooke explains her prioritization of not just generating something new but rejuvenating used garments, “Sustainability is also important to me, and I strive to incorporate repurposing and revitalization into my work.”
Her words make me wonder; when did stand-out, one-of-one garments get exchanged for ultra-trendy, recognizable, brand-laden ones? Businesses like Large Lemonade give me hope that the focus may be shifting back to personality-infused pieces. It gets me thinking about my own closet and how many neglected items on the brink of giveaway might have a second life in them with the addition of Brooke’s personal touch.
After discussing the duo’s many successes, I feel I have to ask about the future of Large Lemonade, to which Brooke replies, “The future for Large Lemonade is incredibly exciting, and we feel like we’re just getting started! We have big plans and dreams on the horizon. One of our goals is to continue expanding our reach and exploring new creative collaborations. We’re particularly excited about the possibility of working with more innovative brands and artists to create unique and memorable projects. Stay tuned—there’s so much more to come!”
Whether you want to hire them or have simply been charmed as I’ve been, visit Large Lemonade’s website to inquire about a quote, learn more about their services, or shop their collection of colorful trucker hats. I might just pick one up to expand my collection.
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