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Details on Industry Insight.
SULLEN CLOTHING FOCUSES ON TRUE ART, INNOVATION AND QUALITY FOR GROWTH IN 2010; REPORTS 51 PERCENT INCREASE IN SALES TO DATE
Upstart Brand Fuels Domestic and International Growth with Innovative Marketing, Strategic Partnerships, New Product Introductions and Core Values
Huntington Beach, Calif. (November 16, 2010) -- Sullen Clothing, the art-driven lifestyle apparel brand defined by its focus on TRUE ART, is reporting more than 51 percent growth in sales for 2010 year-over-year with a strong holiday season now underway. The upstart brand, headquartered in Huntington Beach, attributed the growth to the company’s commitment to core values, focus on quality, introduction of new products, advances in technology, and the use of creative marketing strategies relevant to its current and new customers.
“For Sullen Clothing, the mantra during the past two years of economic turmoil has been to hold ground and stay the course,” said Jeremy Hanna, co-founder and Director of Marketing for Sullen. “We drilled down to focus on quality in our core offering of art driven t-shirts, adopted an aggressive approach to marketing and strategic collaborations, and invested in streamlined inventory management and new employees. The Sullen Family of employees, artists, musicians and action sport athletes in Moto, FMX, BMX, Skate, Surf, Snow and MMA continue to carry our brand forward; and we are proud to report that 2010 has been a year of solid growth for Sullen.”
Sullen Clothing has made a name for itself as an art-driven brand with strong roots in the West Coast, Action Sport and Tattoo Cultures. The brand has matured and grown in international recognition, but stayed true to these core underground roots.
“Sullen Clothing is the medium for the best and brightest artists in the tattoo and urban genres to showcase their art on quality apparel,” said Ryan Smith, co-founder and Creative Director for Sullen. “We are still first and foremost about art, creativity and family. That passion resonates with our customers, our collaborators, and the lifestyle we create together. That’s why we call it TRUE ART, because we have stayed true to that vision. Art and attitude are the common threads that define our brand to this day, and that commitment has kept us focused, strong and driven growth.”
Some of the highlights for Sullen Clothing in 2010 include:
New Logo Identity - Sullen Clothing introduced a new logo to better reflect the brand’s focus on TRUE ART; the logo features an iconic skull image with paintbrush cross bones, a direct reflection of the brand’s underground art focus.
Blaq Pack Launch - Introduction of a custom backpack for the tattoo industry that offers special features specifically designed for professional tattooists.
International Expansion - Canada, Thailand, Japan, Australia, Austria, France, Germany, Italy, Poland, Switzerland, Argentina, Columbia, Chile, Brazil, Mexico, Costa Rica, and Panama top new or growing markets
Sullen Clothing/Grenade Collaboration - Expanded reach in the Snowboard and Moto segments via a collaboration series with Grenade featuring custom art produced for Snowboard jacket, gloves, moto jersey and t-shirts.
Sullen Clothing/Cypress Hill/B-Real Collaboration - Sullen Clothing and the artists of the Sullen Art Collective have forged an ongoing collaboration for a signature t-shirt series with the legendary rappers of Cypress Hill and its dynamic frontman B-Real.
Sullen TV – Sullen Clothing continues to produce an online, viral series of video lifestyle segments showcasing special events, live performances and interviews with the musicians, athletes, and artists of the Sullen Family and affiliated talents.
Sullen Angels – Sullen Clothing has launched a monthly female model search and online gallery with plans for a pin up calendar series and launch of an expanded women’s line in 2011.
Sullen Art Collective – Sullen Clothing continues to forge relationships with the best and brightest artistic talents of the tattoo and underground art community.
Sullen Clothing iPad Catalog Application – Sullen Clothing continues to push forward with the adoption of new technology, being one of the first action sport/lifestyle brands to introduce an iPad catalog application for use by sales team at tradeshows and line showings.
Sullen is an art-driven lifestyle apparel brand based in Orange County, Calif., the nation’s hotbed for the action sport and style-based clothing industry. From its humble beginnings in a Huntington Beach, Calif. apartment in 2001, the company has grown into a nationally recognized upstart in the apparel world. Today, Sullen’s reputable account base exceeds over 1800 retail locations that range from large mall-based chains to core skate shops and urban boutiques. Known for its captivating original artwork and uncompromised commitment to bold style, Sullen offers distinct lines for men and women. Sullen is also known for its steadfast support of today’s hottest bands, FMX and BMX riders, skaters, surfers, snowboarders, MMA fighters, tattoo artists, event promoters and charitable causes – the Sullen Family. For more information about Sullen, its current catalog offerings, special events or “family” members, please logon to www.sullenclothing.com.