Troublewear
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DALLAS — Brand-hungry teens who are into extreme sports have been surfing into trouble on the Internet. But parents need not worry, and cyber-cops can rest easy.
Troublewear.com, an extreme sport-inspired teen fashion brand sold only on the Web, has logged over two million hits since going online last July with animated logo merchandise and a whole lot of attitude.
Trouble, it seems, is part of the vernacular in the worlds of surfing, skating and snowboarding enthusiasts — those who aspire to ride a huge curling wave, traverse a daunting obstacle course or tame a tricky slope.
“Trouble is where it’s happening, where the friction is,” said Kiran RajBhandary, vice president at Troublewear. “Kids are getting into trouble whenever they’re out there pushing the envelope. They’re going for it, taking the risks and making it happen.”
Of course, trouble can also translate to wearing really cool fashions found exclusively at Troublewear.com. Thanks to $300,000 worth of digital merchandising software, customers can customize their troublewear apparel purchases.
The company, based in Newport Beach, Calif., is making plans to launch major sportswear and accessories collections this summer and a beauty line later in the fall. The current merchandise mix includes customized fashion items emblazoned with a choice of more than 25 logos.
First-year sales are planned at $2.5 million, according to Don Kerkes, president.
He said an IPO could happen in the next 12 to 18 months. Troublewear.com would join the growing ranks of teen fashion sites reportedly heading for Wall Street, including Bolt.com and Snowball.com. Others such as Alloy Online and Iturf are already publicly traded.
“At Troublewear.com, getting teens’ shopping dollars means first speaking their language and dazzling their senses. “Teens don’t trust posers. We had to prove we believed in and supported their lifestyles,” said Kerkes.
Streaming videos of surfing, skating and snowboarding lifestyles serve as virtual guides as music accompanies Troublewear’s fashion lineup and sport and community-related activities.
The firm has plans later this year to add continual live-video feeds of favorite surf, skate and snowboard sites across the world, along with weather and wave conditions.
According to Robert Santore the companies creative director and head of software and platform development, “teens spend an average of two to three hours per visit to Troublewear ordering clothes, hanging out in chat rooms, watching club music videos and learning the latest buzzwords in the Lingo Lounge, a virtual dictionary that chronicles the teen vernacular.
He continues “Seventy percent of troublewear’s sales are generated by girls ages 13 to 21. Currently they’re favoring customized logo T-shirts and sweatshirts with images including a mischievous cat called Kitty, a dude named Helmut and Little Devil, a techno-inspired cartoon character who can’t seem to stay out of — you guessed it — trouble.”
The majority of the merchandise, 95 percent of which bears the Troublewear label, retails from $16 to $22.
The sportswear collection, which currently is being planned for a third-quarter launch, will include denim jeans, knit tops and trendy, versatile items for school and partying.
Kerkes underscored the importance of marketing the Troublewear site in light of the fierce competition for teens’ spending money.
“We’re building our apparel business with grassroots marketing and focused advertising in magazines such as Happy, Surfing, Transworld Skateboarding and Surfer,” said Kerkes. “At first, we may spend more money to build the brand than we earn in revenues. We’re selling a name and a lifestyle.”
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