Editor’s note: Startup Thrill City welcomes former UNC star point guard Ty Lawson to its team. ExitEvent’s Sarah Headley has the details. ExitEvent is a news partner of WRAL TechWire.

CHAPEL HILL, N.C. - Denver Nuggets Point Guard Ty Lawson revisited his Carolina roots Tuesday to announce his new T3L clothing line and an investment in Thrill City, an apparel company targeting avid Carolina basketball fans and people around the nation who like streetwear. (Culturally-influenced, statement-based clothing, Thrill City calls it).

Lawson (pictured center) caused some buzz online and in Chapel Hill Tuesday when he showed up at Thrill City’s Franklin Street store to pose for picture and sign autographs for at least 200 fans.

The new business deal is catapulting Thrill City into the national sphere and helping it become a well-known brand in time for the beginning of basketball season. Founder Ryan Cocca hopes the brand will create a streetwear renaissance in North Carolina.

“Now, with his (Lawson’s) presence, a number of things become more accessible so I expect to put Thrill City in more stores, as well as increase our product offerings,” Cocca says. “We’re not seeking to be mainstream by any stretch though. The things I design tend to engage a certain audience—it isn’t supposed to be understood by necessarily everyone.”

The full story can be read online.