Jewelry Designer and Skateboard Pioneer Fight Addiction in Music

Pennyroyal Studio and Tony Alva Release Skateboard Necklace to Benefit the MusiCares MAP Fund®

LOS ANGELES, May 30, 2013 /PRNewswire/ — Pennyroyal Studio and skateboard pioneer Tony Alva announce the release of the “The Alva Pendant” with proceeds benefiting MusiCares MAP Fund®. Pennyroyal’s many charitable collaborations have raised over $230,000 for various charities since 2009.

The Alva Pendant will be available to order starting May 29 th with a portion of the proceeds benefiting the MusiCares MAP Fund. The handcrafted sterling silver pendant is modeled after the original 1977 Alva Skates skateboard deck. The pendants all include a black adjustable cotton cord. The Alva Pendant is $60 and will be available for purchase for a limited time exclusively through www.pennyroyalstudio.com.

The MusiCares MAP Fund provides financial and supportive assistance for music people in need of addiction recovery services, and is the latest of many charities to benefit from Pennyroyal Studio’s handcrafted charitable designs. Tony, who will celebrate his seventh year of sobriety later this year, will be honored at this month’s MusiCares MAP Fund Benefit Concert in Los Angeles and will receive MusiCares® From the Heart Award for his friendship and dedication to the mission and goals of the organization.

Considered one of the most influential skateboarders of all time, Alva joined the Z-Boys in 1972, bringing the trend of skating in empty pools into the mainstream. He is known as the originator of vertical skateboarding, and is credited as one of the first skateboarders to perform frontside airs. In 1974 Alva began a long collaborative relationship with Vans and eventually started his own company, Alva Skates, in 1977 at age 19. Alva Skateboards was the first company owned and operated by a skateboarder, and one of the first companies to use layered maple plywood for skate decks. Alva was the first skateboarder to successfully market himself as a brand name, becoming the prototype for the modern professional skateboarder.

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