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New name and president for Ambig

By Shelby Stanger
September 01, 2011 3:00 AM

There are a lot of changes going on with clothing company Ambiguous. They shortened their name to Ambig and former President David Patri resigned.


We talked to the brand’s new President, Christie Vogt, to find out what’s going on.


Prior to becoming the new President, Christie worked as VP of sales for Ambiguous. She has been with the brand since 2007 when they were under Ray’s Apparel, and came over once Life Distribution LLC acquired them in 2009.


What happened to Dave Patri, the former President?

Dave resigned in May. Our owners and partners offered me the promotion and I accepted.


Is he still an owner of Life and Split?

Dave is no longer a partner with Life Distribution or the Split brand.


Does Life Distribution still run Ambiguous and Split?

Yes. Everything else is the same. Marketing, design, production, customer service, and even our warehouse manager still have the same job. Our owners knew I already knew the brand well and how the office worked, so it’s been an easy transition, and we haven’t missed a beat.


The only difference is when Dave resigned in May, and I was offered the promotion, I hired Marvin Springer, who was a sales manager at the La Jolla Group, to take over my job as VP of Sales. Prior to working for the La Jolla Group, Marvin was the former National Sales manager for Element Skateboards and also worked at Sole Technology.


So why did Ambiguous change their name to Ambig? Was this a legal change?

No. This has nothing to do with the other. Many of our accounts and customers referred to our brand as Ambig and so we thought it was a natural progression for the brand and we wanted to mix things up anyway.


Ambiguous on its own as a word has its own definition, and using Ambig as a word will now only relate to our brand.


Will Ambig be on everything going forward?

For 2011, we started introducing Ambig on more of our graphics and labeling packages, and in 2012, we’ve totally adopted Ambig, including using it for our web page and everything else.


We will always be Ambiguous clothing, though, and the name Ambiguous clothing is still important for our international distributors, so they will use the longer version more than we do in the U.S.


We have all of our logos trademarked: Ambiguous, Ambig and the “bubble.”


Weren’t you a little worried to change your brand’s name?

I was concerned during the transition last year too, but we have been going full force forward with it and so far the change has been really well received. Most of our retailers have said it’s about time since they have referred us as Ambig anyway for quite some time.


How is business doing? 

We are stable and growing. We have weathered the storm and we superseded sales figures for ‘09, ‘10, we’re on course for 2011, and looking forward to 2012.


That’s a lot of change. Anything else new? 

I think that’s enough change (laughing) for now. We’ll stick with that. New president, new name, and new sales manager.







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