Since 2017, Leen Customs has been celebrating cars of all kinds; classics, modern customs, street racers, vintage JDM, lowriders pickups and even model cars. But what makes them truly unique is that they do it in pin form – with a style inspired by tooned Tomy Choro-Q-style pullback toy cars from Japan.
Enamel pins like Leen’s are hugely collectible, with a massive worldwide following. Just ask the Hard Rock Cafe, whose legendary pins can change hands for over $5,000. But while establishments like Hard Rock and companies worldwide had long employed pins as promotional items, they weren’t notably used in the automotive world until Leen founder Hansel Echeverria tested the waters with a pin depicting a mildly tooned 2005 WRC Subaru WRX in classic blue and yellow – to huge success. Echeverria, an LA-based graphic designer, had started Leen Customs as a side-hustle and his first car-related design was a similarly tooned decal designed for a friend. That lead to the creation of the Subaru pin and the rest is history – as featured in this great article from Avants.
With licensing deals that encompass brands like Nissan, VW, Honda, Subaru, Initial D, and others, collabs with the likes Liberty Walk, Motul and Pikes Peak plus official pins and appearances at events like Rennsport Reunion, Leen Customs is now a large and thriving company. Its product range has expanded accordingly, with thousands of pins on offer, depicting cars, racing helmets and other automobilia. As well as apparel, display cases and even rugs!
Echeverria has said he hopes Leen Customs will eventually become the “Hot Wheels of lapel pins”. Judging by how it’s going so far, they’re well on their way.
