Las Vegas native makes apparel for locals to show their city pride

Krystal Rosenthal founded Local-ty LV, a streetwear clothing line, to cultivate and display city pride for Las Vegas residents.

Local-ty LV

• Address: Online

• Email: [email protected]

• Website:

• Hours and days of operation: 24/7

• Owned/operated by: Krystal Rosenthal

• In business since: 2017

Krystal Rosenthal was born and raised in Las Vegas, and she's betting there are more people like her than most people think. She started her apparel company with the idea in mind that locals would want to show their pride in Las Vegas the way other cities' residents do, and that Las Vegas apparel doesn't have to be glittery souvenirs of the Strip.

Tell us about your business.

Local-ty LV is a local apparel line that gives the Las Vegas community a way to show their Vegas pride.

Vegas is known for being one of the most popular tourist destinations in the U.S. But beyond the Strip is a strong, diverse and awesome community. We locals love our city, and Local-ty puts that love on display.

All production of these shirts is local — we support Vegas businesses and 10 percent of our proceeds will always support Las Vegas charities.

How was the concept conceived?

I was born and raised in Las Vegas but after 30 years here, I found myself traveling the country for five years with my family for work. While outside of the valley, I saw a tremendous amount of hometown pride among the residents of the various cities I lived in. That was the catalyst inspiring me to develop Local-ty LV as a way to express that same kind of city spirit here. I wanted to create something locals could wear to represent Vegas the way we see it. We love our visitors, but when we leave the Strip, we want to wear something without the glitter and dice.

Who designs the products and where are they made?

Local-ty LV designs are all by local graphic artists. I run the business, but lack any artistic ability. It has been great to dig into Las Vegas resources, and the extent of my contacts here. I have worked with people I have known since elementary school. I am definitely keeping it local.

What local charities have you supported?

Starting in October, we donated up to 50 percent of our proceeds to the National Compassion Fund that benefited the victims of the Oct. 1 shooting. We are currently working with Safe Nest, which is receiving 10 percent of all online sales.

In addition we donate items to many local organizations for fundraising capabilities, including Boys and Girls Club of Southern Nevada, Juvenile Diabetes Research and the Nevada Society for the Prevention of Cruelty to Animals.

What obstacles has your business overcome?

Growing pains in a very delicate time. My business was very new when Oct. 1 happened. I was in the early stages of production, but when I stepped out of the house on the next day wearing my first run shirt, I felt so much pride. Everyone I passed asked where I got it. I didn’t want to be opportunistic but I saw my dream, my vision, becoming a reality. Vegas residents needed a way to show their love. I worked around the clock the first few weeks creating and sending shirts from Vegas to New York. It wasn’t only for the people were here, but for people who were from here and felt so far away. I think everyone felt a desire to help and didn’t know how. This was my way of helping — spreading Las Vegas love.

What is the best part about doing business in Las Vegas?

The connections. This is truly a small town. While we have over 2 million residents in and around the valley, I have always felt there’s a core of Vegas made up of the people who were born here, or whose families are from here and who helped build this town.

Contrary to what I often hear, there are a lot of people that were born and raised here. Or at least born, raised, left, and came back. Building this business has been about reaching out to people I have known since elementary school, or worked with in high school, or whose kids now go to school with mine. It’s fun to see old faces in a new light.

You have a Vegas mobster last name. Any relation to Frank “Lefty” Rosenthal?

Ha! No, but I have been asked that many times. I may or may not have taken some selfies with Lefty at the Mob Museum, though. I did work in the casino industry for many years, my mom has an extensive past in the casino industry dating back to the Marina, Stardust and Aladdin, and she could tell you some great stories. My husband has been here since the early ’80s and still works in the casino industry. However, his dad — Marv Rosenthal — was a colonel at Nellis Air Force Base, so definitely no relation to Lefty.

What’s the best business advice you’ve received?

Never burn a bridge and keep your doors open. Like I said, Vegas is a small town and you never know how someone you meet could be a great business partner down the road. Something great could come out of all those connections you’ve made.