Dirtbag Clothing

Dirtbag Clothing is a San Francisco-based apparel company, founded in 1996. Dirtbag manufactures various styles of apparel, including streetwear, punk clothing, urban clothing, hoodies, flexfits, women's tee-shirts, baby dolls, and accessories. The company's business model relies heavily on internet sales and marketing. Dirtbag was projected to reach $1.4 million in sales as of 2004.^[1]

History

Dirtbag Clothing was founded by partners Douglas Canning and John Alves during their final year as film majors at San Francisco State University.^[2] Instead of starting with a catalog like most apparel companies, Canning began with a website.^[2] From there, he went to the websites of independent record labels to get email addresses for bands that would fit his demographic and offered a 40% discount on those willing to wear their merchandise.^[2] Recently, Dirtbag launched a new music site www.dirtbagmusic.com which allows bands to upload and sell exclusive content such as video, mp3's, tickets and merchandise.

In October 2008, Dirtbag re-launched its clothing site www.dirtbagclothing.com and added industry veteran Jim Stroesser as CEO. Jim previously held senior executive positions at Nike, Oakley, Quiksilver, Pony and Converse. In November 2008 Dirtbag will be offering a wide variety of t-shirts, hats, hoodies, and flexfit hats. Dirtbag will offer over 50 SKUs of punk and urban clothing.

In 2009, the company started a record label named Dirtbag Music, led by owner partners Doug Whitsit and Mark Evans, which became an overnight success when their first band, Seasons After, launched into the top 40 with the hit "Cry Little Sister". Dirtbag recently partnered with Warner Brothers Music as one of their independent record labels.

Revenues

Dirtbag had sales of approximately $1 million in 2002, half coming through online purchases.^[1] As of 2004, Dirtbag's revenues were projected at $1.4 million.^[2]

Sponsors

Dirtbag sponsors include performers and bands in the metal scene, including Slipknot, Fear Factory, Jerry Cantrell, Drowning Pool, Shadows Fall, Black Label Society, Brand New Sin, Machine Head, Papa Roach, Spinal Cross, and Hinder.

References

1. ^ ^{a b} Isidro, Isabel (April 5, 2004). "DirtBag Clothing, Inc.: Succeeding in the World of Niche Apparel Market". powerhomebiz.com. http://www.powerhomebiz.com/vol133/dirtbag.htm. Retrieved 2007-04-10. 
2. ^ ^{a b c d} Buchanan, Leigh. "The Dirtbag Demographic". Inc. (magazine). http://www.inc.com/magazine/20021201/24897.html. Retrieved 2006-08-12.