By  on April 16, 2014

LOS ANGELES — In a bid to become a brand embodying L.A.’s creative lifestyle, Genetic Denim has attracted two prominent entrepreneurs from the hospitality and music industries as investors: Peter Morton and Jimmy Iovine.

In its second round of funding completed last month, Morton, cofounder of the Hard Rock Café empire that encompasses concert venues and hotels, and Iovine, chairman of Interscope Geffen A&M Records and cofounder of Beats Electronics, have taken minority stakes in the Los Angeles-based jeans company.

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