Jewelry Designer and Skateboard Pioneer Fight Addiction in Music

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

May 30, 2013, 14:49 ET from Pennyroyal Studio

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 29th 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

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.

About Pennyroyal Studio: Pennyroyal Studio, the Los Angeles-based brand, was founded in 2006 by former music industry professional, Tim Foster. While creating a memento for his girlfriend, Foster discovered his love of designing jewelry and conceptualized his first collection of pendants.  Despite the growth of the Pennyroyal Studio brand over the past 6 years, each collection continues to feature Foster's signature artisanal flare and handcrafted appeal that launched the successful jewelry brand.  Pennyroyal Studio's designs are inspired by music, tattoos, history and a desire to create designs that have a positive impact on each individual customer and the charities that benefit from them.

About Tony Alva: 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. 

About MusiCares:

Established in 1989 by The Recording Academy®, MusiCares® provides a safety net of critical assistance for music people in times of need.  MusiCares' services and resources cover a wide range of financial, medical and personal emergencies, and each case is treated with integrity and confidentiality.  MusiCares also focuses the resources and attention of the music industry on human service issues that directly impact the health and welfare of the music community.  As a result of acquiring MAP in September 2004, MusiCares developed the MusiCares MAP Fund as a pool of resources set aside specifically to address addiction recovery and sober living needs.  Named for the Musicians' Assistance Program, the MusiCares MAP Fund represents the joint goal of MAP and MusiCares to provide members of the music community access to addiction recovery treatment regardless of their financial circumstances.  For more information, please visit  For breaking news and exclusive content, please like "MusiCares" on Facebook at and follow @MusiCares on Twitter at and Instagram at

Media Contacts:
Pennyroyal Studio: 
MusiCares: Christina Cassidy- 310.581.8670 
MusiCares Hannah Berryman- 310.581.8724

SOURCE Pennyroyal Studio