San Francisco Elks Lodge #3 - Albert Paras

Legacy & Threads: Reimagining Elks Lodge #3

The Heritage Since 1873, San Francisco Elks Lodge #3 has held the crown as the longest continually operating lodge in the order. But even a legendary institution needs a wardrobe refresh. I was commissioned to design a series of T-shirts to fuel the Lodge’s charitable engine—turning cotton into capital for local causes.

The Strategy: Breaking the Age Barrier With the median Elk age sitting at 54, the challenge was to respect the history without feeling like a history book. I set out to bridge the generational gap:

Pop Culture Infusion: I swapped traditional, stiff logos for vibrant designs that leaned into iconic pop culture nods, street-art aesthetics, and San Francisco’s unique grit.
Universal Appeal: The goal was to create “must-have” apparel that a 21-year-old newcomer and a 70-year-old life member would both wear with pride.

The Impact The “cool factor” paid off. The shirts didn’t just sell; they flew off the shelves. To date, this wearable campaign has raised over $30,000.00—and the tally is still climbing—proving that when you style a legacy correctly, everyone wants a piece of it.