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Fred Segal, one of California’s most beloved fashion and lifestyle destinations, was recently acquired by New York powerhouse brand developer Sandow Media for expansion into international markets. As the Fred Segal brand was re-imagined and further defined, Sandow Media commissioned Matthew Rolston’s R-ROLL to create a film that would express its so-called ‘DNA’. Delving deeply into Fred Segal’s history, Rolston executive produced and co-directed a corporate communication film that expresses the music-centric California lifestyle from which this influential retailer emerged.