California-born, North Florida-incubated lifestyle brand STRATA has grown into and internationally recognized company, regarded widely for its commitment to hip, quality streetwear inspired by music culture. Beyond that, for the last seven years, founders Jerry and Jason Rodriguez have been throwing the tailgate party at the World’s Largest Outdoor Cocktail Party before and during the Florida-Georgia game near TIAA Bank Field in Jacksonville’s downtown.
This year the STRATA fellas are upping the ante, throwing a rager that’s more akin to a festival than a standard tailgate. With musical performances, art installations, a VIP area, pop-up retail experiences, and more shenanigans planned for this year’s event—which will go down at the Tailgater’s Timeout Lot on E. Beaver Street—the 8th Annual STRATA Florida-Georgia Tailgate is set to be the party of all STRATA parties, which is certainly saying something.
We caught up with the Rodriguez boys to talk about their tailgate-turned-festival.
STRATA is known widely for its Florida-Georgia shindigs. What’s new this year?
Jerry: In the past it’s felt more like a big party. This year we are shooting for it feeling more like a festival with [performances by] Rich Homie Quan, a backstage VIP area, and gearing the event more around the music.
Jason: Yes we have been doing this one for quite a while. This year we’ll have art installations by Nicole Holderbaum and others. A secret pop-up shop from 8103 Clothing will be on site. There will be a STRATA Lounge, with a more relaxed experience, which will offer complimentary cocktails by Los Sundays Tequila. We are the only tailgate festival at Florida-Georgia to mix lifestyle and music culture.
What else is new with STRATA?
Jerry: We’re stoked to be launching our rebrand soon after being low-key for a couple years and changing up our marketing and designs. It’ll be a more sophisticated and mature look.
Jason: As my brother mentioned we have been rebranding for a few years now. We have simplified everything and now we have a clear direction where we are headed. Recently the label has collaborated with key festivals such as Lollapalooza, Rolling Loud and others. We will continue marketing to music culture.
Anything else you’re working on that you want to plug?
Jason: As we relaunch this fall we will be pushing 2-3 staple events a year for our hometown, Jacksonville, with the next one being STRATA NYE Volume II at our offices Downtown. After so many years we want to say thanks to all of you that have and continue to support the label. Stay updated with us on Insta @strata and through our website at strataclothing.com