A few questions with Johnny Minardi of Snakes and Suits about his company and advice he would give to those looking to start up a similar venture.

Snakes & Suits is a clothing company from Chicago, IL. The brand launched on November 23rd, 2007. The company was started and is run by three friends with a background in music, fashion and skateboarding.

Who are the people behind Snakes & Suits and when did you guys start the company?

There are 3 of us that collectively run Snakes & Suits. There’s Tony Marino who is a tour manager for a few different bands. Eric Ryan who is a graphic designer and has designed everything we’ve ever printed, posted online, etc. And myself, Johnny Minardi, I’m an A&R guy at Fueled By Ramen. We’ve had ideas for years but actually launched on November 23rd 2007.

One of the unique things about Snakes & Suits is the simple and classic designs. Why did you decide to go that route instead of the more over the top designs that many other companies prefer?

You said it best about the simple and classic look. We’ve always wanted to release shirts that we love and would wear. I hate to use the word timeless because it makes us sound like we have egos but we never wanted to be pigeonholed into any one type of tee so we’ve tried to create a classic look that can be around for a long time.

What is your personal favorite Snakes & Suits tee and why?

I think the strongest shirt we’ve put out is the “Create New. Destroy Old.” design. Not even because of the look but because of the message. One of the biggest problems with every industry, especially the fashion industry, is that everyone is copying each other and is afraid to try something new. I think the message is clear to own whatever you’re doing and not to settle just because something has worked for someone else.

What do you hope for the future of Snakes & Suits? Can you tell us anything about upcoming lines?

We’re very excited to continue to expand and take big steps forward. We are planning a complete relaunch of the company. We’ve spent months designing our new web site and our brand new custom web store. Our Winter Line will be November 27th as well and features some new items that we’ve never done. We’re doing a big retail push as well and will be sold in stores all over the U.S. in the coming months.

Snakes & Suits has been at Warped Tour and Bamboozle, what were those experiences like? Has selling at major concert festivals been very helpful in terms of business and getting your brand out there?

We love the festivals! We’ve done a few Warped Tour dates each year and have done Bamboozle in NJ this past year. Those have both proved to be an amazing place to meet people that support the brand and really give a great chance to get the word out about a new line or just the brand in general. Luckily, we’ve had huge support from bands that were playing the festivals to stop by our booth for a signing and to wear the clothes on stage while they play that day.

Your ampersand logo is amazing! Very strong aesthetically and memorable. Who came up with it?

Thank you! Our designer, Eric, has designed everything for the company. He came up with a lot of variations of early logos and we kept expanding on the ones we liked. That one stuck out the second he showed us.

I know a lot of bands wear Snakes & Suits. What are some of your favorite bands to work with?

We’ve had amazing support from bands. They all contribute on different levels from helping with photo shoots, wearing the clothes live, promoting the brand on tour and online, etc. We just did our new Winter line photo shoot with This Providence and The Summer Set.

What is one piece of advice that you would give to someone wanting to start a clothing company?

Do what you love. Simple as that. Obviously it’s a business but just have fun and do whatever you want. Oh, and don’t copy each other.

What do you like to do when you’re not running Snakes & Suits?

Watch football, browse the internet and blogosphere, listen to tunes, play basketball and idea farming.

Post from: How to start a Clothing Company

Interview with Snakes and Suits

Dance Party Massacre is a small clothing line with its roots based in Boston, MA. Drawing inspiration from film, music, pop culture, and nightlife, it’s a youth-oriented brand with an independent spirit. It’s conceptually-driven with the main focus based upon horror elements, and juxtaposing them with a fun edge.

Started in 2007 by designer Alex Dakoulas, the brand has grown from a few t-shirts sold online to a full line being carried in boutiques overseas. Collaborating with event promoters, musical acts, and visual artists the brand continues to expand its efforts while strengthening its core based in playful and rebellious graphic apparel.

1. When did you start Dance Party Massacre and what is the story behind the brand?

I started DPM soon after graduating college. I had an awesome final year of school working hard and playing hard, and it gave me inspiration. It was a time when I felt really happy, and part of it was because I stopped worrying about pleasing others and just did what I wanted.

I just let go, and the freedom of feeling alive and fighting to be happy was a great influence on the ideas behind the line. Taking horror ideas where things are dark, and often are about people struggling, and combining them with parties and nightlife I thought was interesting. That felt like my life during that time. I was living it.

2. What has been the biggest challenge you have faced in running the company? Is there anything you know now that you wish you had known in the beginning?

Biggest challenge as the sole owner is all the tasks that come with it. It can be very daunting at times, but when it does I just step back and stop working even a couple hours. Lately, I’ve been allowing others to come in more and more to help me too.

I usually tell people when starting like a clothing line, always order minimum amounts. You can always buy more of a design, but you can’t return them if no one buys them.

3. Some people say that there are too many “horror themed” brands on the market. What would you say to the nay sayers? Do you consider DPM to just be a horror themed brand, why or why not?

Well, that whole trend kind of came as a surprise to me. I had not seen horror making its way into indie or streetwear brands.  Part of the reason why I started up DPM was because I saw something that could be new and cool. I mean, I freakin love horror movies and I had been buying horror movie memorabilia for years. I wanted to take what I loved about horror, bring it beyond the cult fans, and make it more “hip” for lack of a better word.

With that being said, I don’t see DPM as a horror line. It’s obviously influenced by those themes and imagery, but the idea is to add other aspects to it creating something else. As we evolve, the horror aspect of the line can be interpreted as something further like rebellious, punk rock, edgy, or anything unsettling. It doesn’t have to mean blood and guts.

4. You guys have a blog on your site that you update regularly. How important do you think it is for a brand to stay in touch with their customers through blogging? Has it had a big impact on your brand personally?

The blog is on par with the online shop with traffic, so I think it’s definitely helpful. It gives people a reason to keep coming back to the website, and it allows me to update customers easily with news.

I also collect images, video, and bookmarks basically every day on things that relate to DPM, or inspire it. I wanted to have a place where I could gather all of those ideas, and even if no one else was looking at them I could go back and get immersed all over again.

5. A lot of people looking to start up their own company have questions about investments and finding the money. What advice would you give someone looking to get more information about the financial issues involved in starting up?

Personally, I have another job that brings in income besides DPM. I just kind of blindly started up this brand, and I have only ever put money into it that I had. I wouldn’t say I’m the best person to ask on business advice, because I’d be weary even to take out a loan. Although I know a lot of people do it to succeed.

6. What are some goals you have for DPM for the future? Where would you like to be in a year from now? Five years from now?

I want it to become more than a tee line. T-shirts are my background, but it’s been fun evolving it. We already have some winter-wear in the works, and if all things turn out well some rings. I just want to get bigger and better.

Five years from now DPM could be huge and in stores all across country, but I think a dream would be to have our own store. That would be the ultimate dream right now.

7. What are some other brands that you look up to or have inspired you in some way?

I would say it’s less brands, and more people. I am personally inspired by creative, independent people. I respect a lot of my friends and colleagues who are artists and designers and I love hearing what they’re working on.

Outside of people I know I’ve followed Rob Dobi and his line Fullbleed for a while. I love his style and substance to what he does. I like that 410 BC has an artist collective side to them, as I came from an art school. I still keep up with Johnny Cupcakes. Being in Boston and watching what he did grow, it just feels like I’ve constantly checked in on his stuff.

8. In your experience, what makes a tee “popular” or “sell well”? Can you usually predict which tees are going to be the best sellers? What has been the best selling DPM tee to date?

I think the best-selling tees are ones people can relate to instantly. They can be easily liked and understood by all types of people. The best-selling tee for us has been the Vampire Grill. I think it’s because it combined two things many people understand right away into something new and clever.

I wouldn’t say I can tell which tee is going to sell well, but you might get a hunch. If I could predict what people will buy I’d be a rich man.

9. You guys have had a TON of amazing press. A feature in The Boston Globe, Thrillist, Nicky Digital, AMP Magazine, Boston Herald, The Hipster Collective, etc. What advice would you give for someone looking to get press for their business? And how has this press impacted DPM?

A lot of the initial press came on its own actually. I don’t mean that to sound snooty, but my point being I think people saw something interesting, and perhaps new, when the line first started. I think if you are doing something worth talking about, people will just talk about it. Those initial interviews and press features gave me confidence that I was onto something good.

Lately, it’s been more about keeping things fresh and continuing to get people interested. First you get people’s attention, but then you have to keep it. Now I do a lot more of contacting the press on new products. I’d say that would be my advice if you’re looking for publicity. Just e-mail, write, or call all the newspapers, blogs, magazines, etc. that you think might be interested. You can never contact too many.

Post from: How to start a Clothing Company

Interview with Dance Party Massacre

David Murray is the man behind Seibei, an awesome, quirky and extremely unique brand that has gained a large fan base for good reason! David, a self-taught illustrator with a college degree in Japanese Literature, began the brand in 2004 by screen printing and designing his tees, but it was in 2006 when Seibei really took off. One of the things I love about Seibei (and there are a lot) is that the tees are both amazing artistic designs and they’re funny. Most of the time when I see a tee that is funny, it usually isn’t aesthetically pleasing. This is absolutely not the case with Seibei tees, which is one of the many reasons this brand stands out and has had so much success.

Be sure to visit seibei.com and pick up a tee/follow David’s blog

1. What’s the story behind Seibei? When did you start the brand?

SEIBEI has its roots in my time at university as a Japanese major. In my third year, my advisor had us read a story by Shiga Naoya entitled Seibei to hyoutan (“Seibei and his gourds”). The story was about a young artist named Seibei who was kind of a weirdo, bucked trends of the day, and was dedicated to his work to the distraction of everything else. This story really stuck with me, so eventually I decided that if I ever found work as an artist, I’d want to work under this name. When I got back from Japan (where I spent my last year of school), a friend and I were goofing around with fabric paints one night and I made my first commercial shirt ever, a shirt making a joke about a friend of ours. I wore it out and the reaction was huge. It was then that I realized that I could start putting all of my dumb jokes and cartoons onto t-shirts, so I taught myself how to screen print and got cracking (learning to screen print was actually a pretty long and involved process, and by the time I really became a good printer, I quit my day job and had to start hiring out my printing). My early work was mostly in jokes with friends and definitely had more of a “goofy image and accompanying joke” Busted Tees feel (they’re good people – that’s just not what I want out of my work anymore). This was in 2004. I’d say I didn’t really begin things in earnest until 2006, though. Up until March 2009 I was holding down a full time job at a print shop and printing my own work and running SEIBEI and not sleeping much.

2. I read that you run Seibei full time. What has that been like? What is an average day like for you at Seibei headquarters?

I’m working on creating a more structured schedule these days, but basically every day starts with checking email, reading a few industry blogs, reading Achewood, checking Twitter, and processing and shipping orders. My afternoons rotate between working on side projects (trying to get a zine and a book together, figure sculpting, other stuff), working on new designs (I draw a good deal every day, but don’t actually work in Illustrator terribly often, which I’m trying to change), making Zombie Hunter shirts, and gearing up for shows. I go to the gym and take Jeet Kune Do so I at least don’t get any fatter, and I spend a good deal of time hanging out with my girlfriend (when she’s not in class at the Culinary Institute of America) and other friends. I usually sketch whenever I’m watching tv or sitting around.

3. I saw on your blog that you had a booth at Renegade Craft Fair and All Points West. How was that? Do you plan on selling at any other festivals?

Selling at festivals is the best – Renegade Craft Fair is one of the biggest reasons I’m able to do this full time, and I’ve been down with them for years. If you already have a quality product it’s important to get it in front of as many people as possible, and now that I’m doing this full time, I’ve become a bit of a shut in, so it’s important to actually see people and get enough sunlight to avoid rickets. I’m trying to do as many festivals and shows as I can from here on out – there’s nothing like getting to see people’s reactions in person, and it’s hell of rewarding to meet the people who are buying your shirts and supporting your work. Also, it’s great to meet other artists who are out there hustlin’ and right there in the trenches with you. Shows are one of the most fun and rewarding parts of this gig.

4. What has been the best business decision you’ve ever made?

Right before I moved to New York in 2007, I had done this really shitty little craft show in Virginia. It was put on by a local Craft Mafia, and they hyped it like none other, and I was really stoked for it, and it was a complete failure. I had even bought an ad in the program (last time I ever did that), and it was just dead. The few people that were there were not stoked at all, and my work got a lot of eye rolls (which I was already no stranger to). I had just been accepted to my first ever Renegade Craft Fair in Brooklyn, and failing so hard at this show had made me super depressed, and I considered dropping out of the show because I had just moved and was strapped for cash. Fortunately, I decided to do the show (my girlfriend probably gave me a good pep talk), and it was a BLOW OUT. I met tons of great people, outsold most of the people who’d been doing it for years, and it really helped me feel like I could make it as an artist. I remember driving over the Triboro Bridge heading home from the show, watching the sun set, and just feeling like I could conquer the world. So, I guess the lesson from this is hard work and perserverance. Just keep swimming!

5. What has been the worst business decision (if any) you’ve ever made? Or is there anything you’ve done with Seibei that you regret?

Nothing I’m ashamed of, but nothing really worth talking too much about, either. I’ve overestimated how popular some designs would be (who DOESN’T like a drawing of a muscley kid with a veiny donut head jumping rope?) and ended up putting 95% of a print run into the “bargain bin” once or twice, and I’ve shipped tons of product to shows that end up getting rained out, and there was that time I had my cash box stolen. I don’t think I’ve ever yelled “fuck” more loudly or with more sincerity, but, it happens. I think one of the reasons I’m still here is because I’m good at rolling with the punches. No one became a success by being a wuss. This is a business for tough mutants.

6. What is your next line going to be like/what do you have planned?

I have some new releases planned for Renegade Chicago, but to be honest, I just ran out of time to get everything ready for it, so some of them are going to be delayed. That said, Greg Abbott and I have done a piece together that I think could be the best SEIBEI tee yet, my buddy Jayna Fey and I are cooking up something, and soon enough I’ll be doing a piece with my bros for life, the Two Rabbits. I’ve also gotten in to resin casting, so soon I’m going to premiere a series of limited edition, hand painted figurines made by yours truly. I’m hoping to have some to sell or give away at Renegade Chicago, but I can’t make any promises. There’s a hell of a learning curve, and I don’t like to sell or give away something unless I’m completely happy with it.
7. What has been your most popular tee to date?

The Sandwich Dinosaur, without question, though the Intramural Zombie Hunter and a few others have been nipping at its heels for some time. Around Halloween and Christmas I usually pull a few all-nighters a week making Zombie Hunter shirts, and I still fall behind. Something about the Sandwich Dinosaur really speaks to people – it’s like an ancient totem or a Jungian archetype or something. I literally spent ten minutes drawing it directly into a screen with screen filler and drawing fluid to test a press I’d built years ago, to wear as a goof at a kebab shop where I made sandwiches.

8. What do you think makes Seibei different from other brands?

Earlier this year I actually met a woman who ALSO had a degree in Japanese Literature, and ALSO ran her own t-shirt line, so I guess it’s not that. What I’m trying to do with SEIBEI, in addition to having fun and expressing myself as an artist, is unite the weirdos and the spazzes of the world – I think you have to be able to laugh at yourself at least a little bit and be a little different to wear a shirt with a dinosaur saying MAKE ME A SANDWICH, much less my other works. I was recently thinking about Johnny Cash’s concept of the Man In Black – someone who wears clothing of a somber tone to remind us of all of those who suffer and are less fortunate. I think we need a Man In Bright (for lack of a better gender neutral term that encompasses fun colors) – someone who wears goofy clothing to help us to keep a smile on our faces, even in dark times. The world is full of hate and suffering, but it is also full of love and magic and dinosaurs. I want to make people happy by helping to remind them of this. On that tip, I’ve been wanting to get into more charitable donation, but haven’t found a good outlet for it.

9. Do you think the tee shirt market is oversaturated with too many brands doing the same thing?

Sure, but I’m not really concerned with it. I think there are a lot of brands who need to have their brand name on the shirt because that’s the only way you can tell what company produced it, but plenty of people like that and that’s fine (on the flip side, there are plenty of companies I love and respect who drop their brand name on every shirt they do). I don’t like a lot of brands out there mainly due to weird personal tastes, but who gives a shit? It’s a big world and there’s room for a lot of us. In the end, I have too much work to do to spend any time hating on other companies. Okay, to be fair, I probably multitask while hating on people – I just try to make sure I’m filling orders or something while cussing rampantly under my breath.

10. What do you think is necessary or key to having a successful clothing brand?

Having something unique to say and doing it well, and then backing that up with tireless dedication and hard work. Constantly try to improve and one up yourself. Try to provide a great experience for the customer, so they feel a personal connection with you and your brand. Also, having a coherent worldview and aesthetic is something I worry a lot about, personally.

11. Have you actively marketed Seibei? If so, which marketing tactics have worked and which haven’t?

Not really. I’ve had mixed results with print advertising, but I mostly rely on word of mouth. I have had really good success with banner ads…I really ought to do some of those again. I’ve also been wanting to try Google AdWords, but again, it’s one of those things not high up on my list of priorities. This may be a bit foolish on my part, but I’m a big believer in a “if you build it, they will come” sort of business philosophy. I just try to focus my efforts on making a good product and making my customers happy so, ideally, they’ll do the advertising work for me.

12. Where would you like Seibei to be in 5 years?

Eventually, I want to have a small retail space with an attached art gallery. I’ve made so many good friends through working as SEIBEI who are far more talented than I am, so I’d love to start curating shows just as an excuse to get to hang out and work with them. I’m also starting to look into a wider range of products – cut and sew pieces, resin toys, skate decks – and I just want to keep creating new things. I don’t think I’ll ever be a millionaire; I just want to keep having fun with this. It’s great to know that people all over the world are wearing my work and that it makes them happy.

Post from: How to start a Clothing Company

Interview with David Murray of SEIBEI

David Murray is the man behind Seibei, an awesome, quirky and extremely unique brand that has gained a large fan base for good reason! David, a self-taught illustrator with a college degree in Japanese Literature, began the brand in 2004 by screen printing and designing his tees, but it was in 2006 when Seibei really took off. One of the things I love about Seibei (and there are a lot) is that the tees are both amazing artistic designs and they’re funny. Most of the time when I see a tee that is funny, it usually isn’t aesthetically pleasing. This is absolutely not the case with Seibei tees, which is one of the many reasons this brand stands out and has had so much success.

Be sure to visit http://www.seibei.com and pick up a tee. Also definitely follow David’s blog! It’s by far one of my favorite blogs out there.

Now onto the interview…

1. What’s the story behind Seibei? When did you start the brand?

SEIBEI has its roots in my time at university as a Japanese major. In my third year, my advisor had us read a story by Shiga Naoya entitled Seibei to hyoutan (“Seibei and his gourds”). The story was about a young artist named Seibei who was kind of a weirdo, bucked trends of the day, and was dedicated to his work to the distraction of everything else. This story really stuck with me, so eventually I decided that if I ever found work as an artist, I’d want to work under this name. When I got back from Japan (where I spent my last year of school), a friend and I were goofing around with fabric paints one night and I made my first commercial shirt ever, a shirt making a joke about a friend of ours. I wore it out and the reaction was huge. It was then that I realized that I could start putting all of my dumb jokes and cartoons onto t-shirts, so I taught myself how to screen print and got cracking (learning to screen print was actually a pretty long and involved process, and by the time I really became a good printer, I quit my day job and had to start hiring out my printing). My early work was mostly in jokes with friends and definitely had more of a “goofy image and accompanying joke” Busted Tees feel (they’re good people – that’s just not what I want out of my work anymore). This was in 2004. I’d say I didn’t really begin things in earnest until 2006, though. Up until March 2009 I was holding down a full time job at a print shop and printing my own work and running SEIBEI and not sleeping much.

2. I read that you run Seibei full time. What has that been like? What is an average day like for you at Seibei headquarters?

I’m working on creating a more structured schedule these days, but basically every day starts with checking email, reading a few industry blogs, reading Achewood, checking Twitter, and processing and shipping orders. My afternoons rotate between working on side projects (trying to get a zine and a book together, figure sculpting, other stuff), working on new designs (I draw a good deal every day, but don’t actually work in Illustrator terribly often, which I’m trying to change), making Zombie Hunter shirts, and gearing up for shows. I go to the gym and take Jeet Kune Do so I at least don’t get any fatter, and I spend a good deal of time hanging out with my girlfriend (when she’s not in class at the Culinary Institute of America) and other friends. I usually sketch whenever I’m watching tv or sitting around.

3. I saw on your blog that you had a booth at Renegade Craft Fair and All Points West. How was that? Do you plan on selling at any other festivals?

Selling at festivals is the best – Renegade Craft Fair is one of the biggest reasons I’m able to do this full time, and I’ve been down with them for years. If you already have a quality product it’s important to get it in front of as many people as possible, and now that I’m doing this full time, I’ve become a bit of a shut in, so it’s important to actually see people and get enough sunlight to avoid rickets. I’m trying to do as many festivals and shows as I can from here on out – there’s nothing like getting to see people’s reactions in person, and it’s hell of rewarding to meet the people who are buying your shirts and supporting your work. Also, it’s great to meet other artists who are out there hustlin’ and right there in the trenches with you. Shows are one of the most fun and rewarding parts of this gig.

4. What has been the best business decision you’ve ever made?

Right before I moved to New York in 2007, I had done this really shitty little craft show in Virginia. It was put on by a local Craft Mafia, and they hyped it like none other, and I was really stoked for it, and it was a complete failure. I had even bought an ad in the program (last time I ever did that), and it was just dead. The few people that were there were not stoked at all, and my work got a lot of eye rolls (which I was already no stranger to). I had just been accepted to my first ever Renegade Craft Fair in Brooklyn, and failing so hard at this show had made me super depressed, and I considered dropping out of the show because I had just moved and was strapped for cash. Fortunately, I decided to do the show (my girlfriend probably gave me a good pep talk), and it was a BLOW OUT. I met tons of great people, outsold most of the people who’d been doing it for years, and it really helped me feel like I could make it as an artist. I remember driving over the Triboro Bridge heading home from the show, watching the sun set, and just feeling like I could conquer the world. So, I guess the lesson from this is hard work and perserverance. Just keep swimming!

5. What has been the worst business decision (if any) you’ve ever made? Or is there anything you’ve done with Seibei that you regret?

Nothing I’m ashamed of, but nothing really worth talking too much about, either. I’ve overestimated how popular some designs would be (who DOESN’T like a drawing of a muscley kid with a veiny donut head jumping rope?) and ended up putting 95% of a print run into the “bargain bin” once or twice, and I’ve shipped tons of product to shows that end up getting rained out, and there was that time I had my cash box stolen. I don’t think I’ve ever yelled “fuck” more loudly or with more sincerity, but, it happens. I think one of the reasons I’m still here is because I’m good at rolling with the punches. No one became a success by being a wuss. This is a business for tough mutants.

6. What is your next line going to be like/what do you have planned?

I have some new releases planned for Renegade Chicago, but to be honest, I just ran out of time to get everything ready for it, so some of them are going to be delayed. That said, Greg Abbott and I have done a piece together that I think could be the best SEIBEI tee yet, my buddy Jayna Fey and I are cooking up something, and soon enough I’ll be doing a piece with my bros for life, the Two Rabbits. I’ve also gotten in to resin casting, so soon I’m going to premiere a series of limited edition, hand painted figurines made by yours truly. I’m hoping to have some to sell or give away at Renegade Chicago, but I can’t make any promises. There’s a hell of a learning curve, and I don’t like to sell or give away something unless I’m completely happy with it.

7. What has been your most popular tee to date?

The Sandwich Dinosaur, without question, though the Intramural Zombie Hunter and a few others have been nipping at its heels for some time. Around Halloween and Christmas I usually pull a few all-nighters a week making Zombie Hunter shirts, and I still fall behind. Something about the Sandwich Dinosaur really speaks to people – it’s like an ancient totem or a Jungian archetype or something. I literally spent ten minutes drawing it directly into a screen with screen filler and drawing fluid to test a press I’d built years ago, to wear as a goof at a kebab shop where I made sandwiches.

8. What do you think makes Seibei different from other brands?

Earlier this year I actually met a woman who ALSO had a degree in Japanese Literature, and ALSO ran her own t-shirt line, so I guess it’s not that. What I’m trying to do with SEIBEI, in addition to having fun and expressing myself as an artist, is unite the weirdos and the spazzes of the world – I think you have to be able to laugh at yourself at least a little bit and be a little different to wear a shirt with a dinosaur saying MAKE ME A SANDWICH, much less my other works. I was recently thinking about Johnny Cash’s concept of the Man In Black – someone who wears clothing of a somber tone to remind us of all of those who suffer and are less fortunate. I think we need a Man In Bright (for lack of a better gender neutral term that encompasses fun colors) – someone who wears goofy clothing to help us to keep a smile on our faces, even in dark times. The world is full of hate and suffering, but it is also full of love and magic and dinosaurs. I want to make people happy by helping to remind them of this. On that tip, I’ve been wanting to get into more charitable donation, but haven’t found a good outlet for it.

9. Do you think the tee shirt market is oversaturated with too many brands doing the same thing?

Sure, but I’m not really concerned with it. I think there are a lot of brands who need to have their brand name on the shirt because that’s the only way you can tell what company produced it, but plenty of people like that and that’s fine (on the flip side, there are plenty of companies I love and respect who drop their brand name on every shirt they do). I don’t like a lot of brands out there mainly due to weird personal tastes, but who gives a shit? It’s a big world and there’s room for a lot of us. In the end, I have too much work to do to spend any time hating on other companies. Okay, to be fair, I probably multitask while hating on people – I just try to make sure I’m filling orders or something while cussing rampantly under my breath.

10. What do you think is necessary or key to having a successful clothing brand?

Having something unique to say and doing it well, and then backing that up with tireless dedication and hard work. Constantly try to improve and one up yourself. Try to provide a great experience for the customer, so they feel a personal connection with you and your brand. Also, having a coherent worldview and aesthetic is something I worry a lot about, personally.

11. Have you actively marketed Seibei? If so, which marketing tactics have worked and which haven’t?

Not really. I’ve had mixed results with print advertising, but I mostly rely on word of mouth. I have had really good success with banner ads…I really ought to do some of those again. I’ve also been wanting to try Google AdWords, but again, it’s one of those things not high up on my list of priorities. This may be a bit foolish on my part, but I’m a big believer in a “if you build it, they will come” sort of business philosophy. I just try to focus my efforts on making a good product and making my customers happy so, ideally, they’ll do the advertising work for me.

12. Where would you like Seibei to be in 5 years?

Eventually, I want to have a small retail space with an attached art gallery. I’ve made so many good friends through working as SEIBEI who are far more talented than I am, so I’d love to start curating shows just as an excuse to get to hang out and work with them. I’m also starting to look into a wider range of products – cut and sew pieces, resin toys, skate decks – and I just want to keep creating new things. I don’t think I’ll ever be a millionaire; I just want to keep having fun with this. It’s great to know that people all over the world are wearing my work and that it makes them happy.

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Interview with David Murray of SEIBEI

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Interview with Paper Root

Want to start your own business or run your own brand? Then you’ll enjoy this interview with Eric Terry, the owner of well known indie tee shirt brand Linty Fresh. We were fortunate to interview Eric, who gives great advice and insights into Linty Fresh, branding and the industry. Linty Fresh continues to be successful and has become a very popular brand in a short period of time. This success is not only due to the fact that Eric is a great businessman who puts 110% into everything he does, but also because Linty Fresh products are top notch. Linty Fresh is a brand that is extremely unique and people recognize this. I could go on talking about Linty Fresh for a while, but I’ll cut to the interview because Eric has many more interesting things to say than I. Visit http://www.lintyfresh.com to see products and follow Eric’s blog to see what the company is up to, http://www.linty-fresh.blogspot.com

1. I like to start interviews off with the basics, so for our readers that don’t know, how and when did you start Linty Fresh?

I started LF back in the early part of 2006 with the printing of my first shirt, Once Upon a War. I sold it to friends and people I knew online, and within a few months I had the cash to print a second tee while still having remaining stock from the first design. I continued to build the line this way for the next year and a half, until things picked up so much that I was able to print tees every month.

2. You are one of the few indie tee brand owners that runs your brand full time. When did you start running LF full time and what has the experience been like?

I went full time with Linty Fresh in June of 2008. I had set a goal for myself in per-month sales and expected to hit it by the end of the year but managed to do it a little earlier. Looking back, it was probably something I could’ve held off a little longer, since maintaining a day job would’ve helped financially, but at the same it was SO nice to work for myself. I’m not sure I’d do it differently, given the chance.

3. Why did you decide to keep Linty Fresh entirely in house/run it as a one man show? What have been some of the benefits of this?

One of the key things I’ve come to appreciate as a business owner is that no one will ever care about the company as much as me. It’s my creation, my sweat and tears. I labor over little things because I love it; It’s not just a job I’m getting paid for. I think this is reflected in what I do and how I interact with customers. They know that if they have a question I’ll be there to answer it quickly, and if a problem comes up I’ll do all I can to resolve it. Quality is hard to maintain with expansion. The other reason is that, until recently, it wasn’t really necessary. However, as of this month I currently have one employee helping run things while I live abroad.

4. You release a new tee every month instead of a few tees every season. Why did you decide to do monthly releases instead?

A couple reasons. One is that it establishes a pattern for customers and fans to count on. People know the first of the month means new releases from Linty Fresh. That means regular anticipation for products and that each tee is that much more special. Instead of a tee just being “part of the Fall line” it’s “THE August release”. Because in the end, I’m not just making tees, I’m making characters. And characters have stories, personality, and a unique identity.

5. What has been the best selling Linty Fresh tee to date?

The best selling design has been “The Most Fantastic Things”, now in its 4th printing.

6. How important is branding to you and how do you use it for LF?

I learned a long time ago that to succeed as a small business, you can’t just copy what the big guys are doing. Because the big guys have more resources, can do it cheaper, and will always have more customers. So in order to make it, you have to carve out your own niche in the market. You have to brand.

For me, running Linty Fresh solo, it was inevitable that my brand would be a reflection of me. So I went with it, incorporating my own interests into the brand. Since I enjoy writing, I wrote poems to be released with each tee. Since I’ve got a fascination with monsters, aliens, and other oddities, I added those too. I found it was easier to just project myself through the company rather than inventing something entirely new that I’d be unfamiliar with. And it seems to work.

7. What type of advertising (if any) do you use for LF?

Once in a while a free advertising opportunity arises and I’ll take advantage of it, but otherwise I never go out of my way to advertise. I’d much rather put my money into bettering the product itself.

8. I have read on your blog that you are moving the company to China. Can you tell our readers more about this decision? How do you think the company will change as a result of the move?

To clarify, I’m moving to China, but the company will stay at its current office in the US. I’m moving to oversee the launch of a Chinese version of my line. I’ve been to China a few times and thought my products would do well, so I’m here to give it a shot. In the meantime, operations will continue in the US as always.

9. What is something that you are excited about in regards to the future and Linty Fresh?

China has opened my eyes to a lot of possibilities with clothing production. The t-shirts belonging to the Chinese version of Linty Fresh are made entirely from scratch, and overseeing that process has given me a ton of new ideas to experiment with. Once I perfect this system I’d like to start exporting these products back to the US.

10. Are there any trends in tee shirts or design that you are tired of?

I see a lot of brands popping up these days that look alike. They see the success of some brand they look up to and wrongly conclude that it’s all about the designs. They track down popular designers or popular styles and stick their brand name on it. They sell a few shirts and think they’ve got it all figured out, but they aren’t thinking long-term, and eventually the momentum of the fad will run out. So without being too specific, I’d say I’m most tired of people not knowing who they are and not doing their own thing.

11. Where do you see Linty Fresh in 5 years?

I think one of the things that sets me apart from other brand owners is that I have no desire to be the next big thing. My absolute favorite thing about running Linty Fresh is the freedom it affords me. I work a few hours a week to keep things going: staying connected with customers and working on new products. But the rest of my time is spent living, doing what I want to do. The way I see it, I’m living the life that a lot of people look forward to after retirement, but I still have a bit of work to keep me busy and focused and I still have my youth to enjoy the freedom. I love traveling, writing, art, reading, studying other languages, making music, spending time with family and friends. To me, that’s what makes this so much fun. Sure, it’d be nice to be the next popular fashion trend, but I’d hate to have my company running me and not the other way around. So to answer the question of where LF will be in 5 years, I imagine I’ll have more things in the shop, but hopefully

I’ll maintain that small-company feel.

12. What is your favorite thing about running Linty Fresh?

Apart from what I just mentioned, the satisfaction. Satisfaction in seeing it grow, satisfaction in hearing back from thrilled customers and inspired entrepreneurs, satisfaction in knowing that people are willing to spend their hard-earned cash on things that I’ve created. It’s really been an awesome experience.

13. How important has attending shows and fairs been? And what is your favorite memory/experience from a show or craft fair?

Shows have been a great way to connect with customers and supporters of my brand and find out exactly who’s buying my stuff. This market typically attracts a certain demographic, so to see folks I’d never expect buying my products for themselves is always amusing and gratifying. I can’t put my finger on a single experience, but one of the things that really stands out is when people come to shows just to see my booth or meet me personally. In a couple instances, people even drove from other states to buy something from me in person and get a picture next to me. That’s something I’ll never take for granted, nor forget.

14. What are some things that inspire you?

Inspiration is a funny thing for me. It comes from everywhere, from the obvious places like gig posters, album artwork and photography to obscure things like LEGO creations from Flickr groups, screenplays and Rube Goldberg machines. I have so many hobbies vying for my attention because it takes so little to trigger that urge in my brain to create something. I do my best to funnel it into Linty Fresh, though, since that’s what pays the bills.

15. To end, what is the most important piece of advice you could give to someone wishing to work in the tee shirt industry or someone wanting to start their own company?

Find out what makes you unique from everyone else and develop your brand around it. People aren’t dumb; They can sense insincerity immediately.

If you’re just trying to be somebody else, they’ll pick up on it and go elsewhere. If you don’t know what makes you unique, wait until you do.

How can you expect to make a product other people will want if you don’t know what you want?

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Interview with Eric Terry of Linty Fresh

INTERVIEW WITH LEVI, THE PRINTED MIND:

1. Before The Printed Mind, you were doing Word. Tell us about what it’s been like making that switch from Word to TPM. What are you doing differently this time around?

Word! Apparel was, in my opinion, was school, and TPM is putting what I learned to use. Word Apparel, in the 9 months that it was alive, was amazing. I hit goals that I set for myself, and I grew a fairly large following based solely on it being different than the norm. I don’t think that it was anything special, AT ALL, but I treated it like it was, and I happening to sell a good amount of shirts. I had a ton of fun doing it. The Printed Mind started with a bang. The first weekend was crazy, and then it kind of took a dive. Things went slow, and it sort of got a point to where I had to change the way I was advertising, so I started playing around with other channels, and suddenly I hit something smack on the head. Now closing in on 5 months with The Printed Mind, things are growing faster than I can really keep up with. Recently, I have had to take time off of my 9-5, to catch up on things. My most recent release, was intense. I did not sleep for 2 days due to the amount of orders, and the wholesale orders I received that weekend. A far as doing things different, I am keeping a consistent theme, and setting goals to follow far down the road because I believe that this is something that can put me in the runnings with the big dogs.

2. What’s the biggest challenge you’ve faced starting up TPM?

I think the biggest challenge was bringing my following from Word! over to TPM. I lost a big group of people, but the diehard fans, stayed with me. I was fortunate enough to have some guidance during the set up of the company, and it kept me sane. I believe that the whole Word! Apparel situation, actually forced me to step my game up, and brought forth something greater.

3. People are saying that The Printed Mind is the best upcoming brand that is under 1 year old. What do you think has contributed to your brand’s success? And what makes TPM stand out from all the other young upcoming brands?

First, some of the younger brands out there, blow us away. Some of these guys, and gals, have their head on straight, and they are going nowhere but up. As far as being #1, that would only being a surprise to me, and it would be a insane honor for anything to drop that on us! To answer the question on what has contributed to our success so far, I would say would be the uniqueness of the brand, and the consistent theme. Some other factors that have contributed would be, the constant push from us. We are always talking to every single person, handing out flyers at the mall, showing people at gas stations our shirts, etc…All those things build word of mouth, and a young company like mine, is built upon word of mouth. I believe we stand out because we are already building up an inventory, also wholesaling (news coming soon!), and advertising in magazines. Alot of the younger brands, although have great potential, barely have inventory, variety, etc…and I really think that has alot to do with the growth of your company.

4. You’ve got an active blog on theprintedmind.com – has this helped you to stay connected to your customers? Do you think active blogs are a good idea for businesses?

A blog is a great way for people to stay connected with us. We make it a point to not blog about our company, and that makes the customer want to come back to check up on us, whatever we might be talking about! I believe that they are good ideas, if you actually give some information that a person can take with them!

5. Where would you like to be in a year from now?

Its a goal, and high one, but I would like to be at the point where, I have to bring someone on board to help out, and holding multiple boutique accounts. Right now, we have 12 different products, and I plan to have 35+ by that time. We are about to unveil a line, which includes 10 new shirts, but that is later news

6. A lot of clothing companies are being hurt by this economy. Has the bad economy affected your sales at all?

I wouldn’t say so. Our sales have recently been outstanding. I am sure that if the economy was booming, then sales would be even better, but I am not complaining at all. You just have to adapt to what is going on, while staying unique. The people who come, and search out your brand, are already, ready to purchase. You have their sale. So as long as you are getting your name out there, and creating word of mouth, then you will be ok.

7. You’ve got awesome product photos. I’ve noticed that a lot of brands, especially young brands, don’t put effort into photography. What made you decide to go with professional photos for your store? Do you think it’s important for brands to have good product shots?

Good product shots can ultimately make, or break your success. You can have the coolest shirt, but a terrible product shot, or just a mock-up, and it looks like something you would never wear! On the flip side, you can have a crappy shirt, but an amazing shot, and it looks great! Good photos also show that you are committed, and professional. Alot of my recent customers have commented on the efforts, and extra steps that I am taking in just 5 months of business to get this started. I would say that, if you are a young brand, like myself, and you havent taken the time, or steps to have professional shots taken, drop everything, and get it done. Its the only way you will ever get off your feet. What if you are working on gaining a big retail account, and they want to look at your look book, or line sheet, would you want them to see just a mock up?

8. What are some other brands that you look up to or have inspired you in some way?

By far, I say Pyknic, for two reasons. They amazing product, and consistency, and then also, the amount of fun they seem to have. Being successful is fun, and then being successful in this industry, is a blast. There is nothing like waking up, and seeing that your inbox is full of orders, and im sure that The Chef, and The Butcher have the same feelings everyday. Its nothing you can explain. Its just great. Ofcourse everyone says that they look up to the almighty Johnny Cupcakes, but he is the leader in this industry. That would be cliche to say that I look up to him hah!

9. What are some things you have planned for TPM in the future? Any release news you can share?

I don’t want to give away to much information to soon, but I recently gained a few big boutique accounts, and also the first major endorsment from The Printed Mind. I am looking into other type of products aswell. It just all takes time, and patience. I am working on a late winter line as we speak, and I will say that the artist involved in this, will make it a killer release. Also, the promo shots for this release are going to rock! I cant wait to take them, and then we will be off to Vegas for a photoshoot there. Thats all coming news though!

Thanks to Levi for the interview!

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Interview with The Printed Mind

We had the opportunity to interview Pyknic, http://www.pyknicwear.com

Pyknic is a very popular brand that was founded in 2006 and has been gaining popularity ever since.

We wanted to interview the pyknic guys because they know about how a successful brand is made. Their interview gives a lot of insight into that and into the brand. Now onto the interview!

1. When did you start Pyknic and how has it changed since day 1 to now? 

Pyknic started in January 2006, my freshman year of college. The Chef and I became friends after playing a college soccer season together and both shared a mutual passion for boardsports such as surfing, skating, snowboarding, and wakeboarding. After a visit at a surf shoppe one day, we realized that the designs were so saturated and unappealing to those not wanting to buy a shirt basically advertising the company’s name. Soon we came to the conclusion that we could use our knowledge of business and fashion to create our own brand that broke away from the norm. 

To be honest, we didn’t end up straying too far from it. Our passions for the surf/skate world would end up causing our designs to conform to the very designs we were so against! It’s very hard to compete with established brands like Billabong and Hurley because someone will easily buy those shirts for their brand name. We had to change things up and start generating interest in our brand for our art rather than our (lack of) name. Our last shirt designs I put together from this “era” were more art oriented and they had done considerably better than their predecessors, some even being featured in Pool Tradeshow’s Art Book as well as in Beautiful/Decay’s store. 

One night we were eating at Red Lobster and as with any other occasion, the topic of the company and its future came up. We had the passion for this business, The Chef and I literally worked on it every day since its conception, but it was just missing something. That is when we decided to feature illustrated t-shirts unlike anyone else featuring something no one can resist, food! Fortunately Pyknic was already our name so thus begun rebranding. 

2. Is Pyknic your full time job/income? And what does a typical day consist of?

Unlike most of our graduating class, The Chef and I were fortunate enough to inherit a full time job! Everyday is different around here so it is really hard to pinpoint a typical day. Right now we’re in the middle of planning our fall line (yes, we’re hella late) so basically we’ve been going back and forth regarding different pieces as well as communicating with our different retailers, making sure they’re ready for future orders as well as insuring that past orders are selling well, etc so basically a lot of emails. Also, I personally package all the web orders! There are days where this takes up the bulk of my time but I cannot complain about sales.  Fun days for me are when we go to events, such as festivals or tradeshows, as well as high profile meetings! The Chef and I have done so much traveling across the country that most college students are not experiencing (besides bro-out spring break cancun trips).

 

3. How many people run Pyknic?

Pyknic is just the two of us, The Chef and The Butcher. We do everything from answering customers emails down to every last detail of a shirt concept.

 

4. You guys have been getting into cut and sew more and more recently. Can you tell us a little bit more about that? make?

Cut and sew has been our dream since we first started Pyknic but realistically at the time that was just not possible. One thing we were able to do was constantly improve production of our items, starting with thick prints on Gildan tees to gradually being able to print water based inks on American Apparel. It’s a process that does not come over night but our belief is to provide the customer with an item we want to wear ourselves. This being said, creating cut and sew items was just the next step in our development. We were happy to officially get away from that “t-shirt company” label. 

 

5. You guys are available in a bunch of major retailers – Pacsun, Hot Topic and Zumiez. Why did you decide to go with these retailers?

Pyknic is available in a ton of boutiques and shoppes in Europe, Asia, and Australia but had little representation in stores stateside. There are a lot of fans that are not able to get hold of items online plus there are some that just rather feel and try on our stuff before purchasing. These major retailers were an easy solution to this problem.

Also when we first started, our primary goal was to appear in these retailers. I remember after a long day of passing out school-printed flyers around the mall to shoppers, we would go into PacSun and Hot Topic rating all the clothing for sale. Although in retrospect Pyknic was far from ready to being on the racks, we knew that we would be able to create a product that was. Being in these stores now helped us realize our dreams.

 

6. Some people say that it’s a bad idea to be in too many mall retail stores. There is that whole philosophy that people want what others don’t have and if you make your brand accessible to everyone you will “sell out” and the appeal of the indie brand will be lost. Do you agree or disagree with this? Do you think this has been true or false in terms of Pyknic?

Although the population of the world has not come across our website, the thing is that it is still available for anyone to get a hold of. People also find us at these events that we partake in around the country. I cannot limit the amount of purchases made nor ask for photo credentials prior to purchase, besides I think there are U.S. laws in place against that ha. 

I can certainly understand those who feel that selling in these mall retail stores is selling out but I think if done properly through limited styles and colourways, it can only be beneficial for everyone. I cannot tell you how many e-mails or myspace messages we get from kids in the US or people overseas visiting the US that cannot purchase online. They need a physical store to make their purchases and who are we to deny them of it? Our brand is now reaching more people and in turn allows us to create better products, attend more events, and even possibly open our own store to sell at, etc. 

There are so many more styles available only on our website so if it is such a concern, it’s easy to separate the “legits” from the others. 

 

7. Any plans to open up a Pyknic store? If so, where would it be located?

There have been serious discussions, everyone will just have to stay tuned in the next year. I can confirm that we have an office and bigger warehouse on the way soon. 

 

8. What is something you have learned from running your own brand that you wish you had known in the beginning?

I think there have been so many things I have learned throughout this whole process, mostly from mistakes, but I think without them I would not have grown as a businessman or person. I will say stay realistic, minimize outside involvement, and set your goals.

 

9. What steps are involved in releasing a line? How long does it usually take from when you first come up with the tee ideas to the day the line comes out?

This fall line has been in the works since April. I have a sketch notebook that I take everywhere, the class and even on airplanes, to jot down ideas as well as sketch out concepts The Chef and I have collaborated on. After sending it out, we’ll go back and forth with our artists until every detail is exactly how we envisioned. This does not even include the process of retailer ordering, printing, sorting, photoshoots, etc. It is very timely but it is the best way we can ensure the best product for our customer and that the release is truly something we are proud of. 

 

10. What is your most memorable or proud moment from your work with Pyknic?

When Pyknic first started four years ago, I worked at the Pacific Sunwear at Quakerbridge Mall, NJ. Being around all the successful companies clothes all day made me work that much harder with our own project. I was tired of folding their generic shirts and knew that I had a better product that people didn’t even know about! I would plastic our cheap Pyknic stickers all over the backroom and even visible spots where customers would see like on ladders and even the register. I always told our managers about it and how we’d be the next hit although I don’t know how serious they took me. I even remember telling customers about Pyknic and concocting ideas of sneaking Pyknic shirts onto the racks to see how they would react. To walk in there with the Chef and find Pyknic hanging on the racks by register meant the world. 

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Interview with Pyknic

Unfortunately this blog has recently been a bit dead. I have not been able to update as much as I’d like, but I can tell you that this will not be the case for long.

John and I have decided to re-vamp the blog and take it in a whole new direction.

We are planning a release of a number of new features. From now on, this blog will be primarily interviews. We will also cover industry news and physical reviews of tees. We have a number of featured interviews that will be published soon.

We want this to be one of the number one spots where you can come and read interviews with people involved in the tee industry. This includes everything from big name tee brands to up and coming brands.

Keep checking back and you will soon see exactly what I’m talking about. Be prepared for major updates and tons of interviews coming soon.

Post from: How to start a Clothing Company

big things to come

They’ve got some really strong designs, better than most of what’s coming out lately. Classic, simple, unique – true style.

casualtykillers.com

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Casualty Killers