HUNTINGTON
BEACH, Calif. (January 21, 2009) – Sullen Clothing, the Southern
California art-driven lifestyle apparel company, has expanded to a new
headquarters in Huntington Beach, the city where the company was
founded in 2001. The new facility, located at 16291 Gothard Street,
triples the size of Sullen’s headquarters location and features
expanded warehouse, office and art studio space.
“This
expansion is a direct reflection of Sullen’s growth during the past two
years,” said Jeremy Hanna, Sullen Clothing co-founder and director of
marketing and sales. “We were bursting at the seams in our Irvine
office. Growing sales. Expanded product line. New employees. We now
have the space to be efficient and focused. Even better is the fact
that our new location is back in Huntington Beach, a huge inspiration
for the team because of the brand’s legacy here.”
From
humble grassroots beginnings influenced by the Southern California
action sport community and global tattoo culture, Sullen has earned its
international reputation as an uncompromising upstart in the lifestyle
apparel markets. The brand has built its consumer creditability through
relationships and affiliations with some of the world’s best tattoo
artists, musicians and skateboard, surfing, snowboard, bmx, motocross,
mixed martial arts, and other action sport athletes.
“The
quality and depth of the art featured on our apparel is how Sullen
reaches our consumers, and how we’ve managed to grow the brand,” said
Ryan Smith, Sullen Clothing co-founder and creative director. “That
success is a direct reflection of the artists we work with. The art
grabs people and that creativity and connection pushes the brand
forward. The attitude and tone of the imagery appeals to a mindset and
artistic taste, not just a specific ‘scene’ or action sport genre.
That’s why we are considered a lifestyle brand.”
Along
with original work produced by Smith and the brand’s growing in-house
art department, the Sullen Art Collective has grown to feature such
noted tattoo and underground art talents as: Shawn Barber; Nikko
Hurtado; Tom Berg; Carlos Torres; Carlos Rojas; Big Gus; Franco
Vescovi; Jack Mosher; Tattoo John; Curtis Burgess; Grant Cobb; Preston
Chambers; Alex Castro; Zurk; Christian Nguyen; Riton Man "Henry B"; Bob Tyrrell; Jay Langer; Jay Cooper; Erik Rieth; and Braden Kendall. (Partial List)
“We
are realistic about the current economic climate and the challenges
facing every business moving into 2009,” continued Hanna. “But at the
same time, Ryan and I are extremely optimistic about Sullen Clothing’s
future and current position. At this early stage in the brand’s life,
Sullen continues to add new retailers on a daily basis, and has
maintained a consistent sell through with our established retail
accounts. We have fine tuned our operational structure, added
experienced personnel and invested in our future. The key is to
continue producing a quality product that keeps the brand fresh and
relevant to our current consumer and continues to grab the new ones.”
Key highlights for Sullen at the close of 2008/beginning of 2009 include:
· Launch of new website www.sullenclothing.com and expanded use of new media tools; addition of Sullen TV, heightened profiles on Myspace, Facebook, Twitter and You Tube.
· Winner
of six Impressions Awards from Impressions Magazine for Excellence in
T-Shirt Printing and Design, including Grand Champion: Screen Printing
and People’s Choice.
· Success
of signature line of Collaboration Series t-shirts featuring artistic
works produced by Sullen Creative Director Ryan Smith in direct
collaboration with individual tattoo and underground artists.
· Success
of Tattooist Series line of t-shirts featuring original works from the
Sullen Art Collective roster of affiliated tattooists from across the
nation.
· Addition of new in-house staff in art department, production, shipping & receiving and in-house sales.
· Addition of Pro Skateboarder Chad Knight to Sullen’s sponsored family of athletes.
