Reissued Vintage Rock T's a Retail Hit

03/21/2004 7:32 PM, Reuters
Carla Hay

They say everything old is new again. That is certainly true for Trunk Ltd. The Santa Monica, Calif.-based fashion company is making a name for itself by reissuing vintage rock T-shirts.

Launched in December, Trunk is projected to do more than $5 million in sales this year, according to parent company Cinq Group.

What sets Trunk apart from many other fashion brands selling vintage T-shirts is that Trunk has been able to get the licensing rights for such top acts as the Beatles, the Doors, Madonna , Ozzy Osbourne, Kiss and Bruce Springsteen .

Unlike most music merchandising companies, which tend to focus on the artists' latest merchandise, Trunk prides itself on being retro. The vast majority of Trunk's merchandise comes from the 1960s, 1970s and 1980s.

Because Trunk T-shirts are considered collector's items, they carry high-end price tags to match. Most Trunk T-shirts have retail prices of $75 to $200. Some retailers sell the most in-demand Trunk items for up to $300.

Trunk's limited-edition T-shirts can be found at such upscale retailers as Barneys New York, Fred Segal, Ron Herman and Theodore. The shirts are also available online at trunkltd.com.

"People pay for things that are aspirational brands," Cinq CEO/creative director Brad Beckerman explains. "The retail price is justified because if people found the original T-shirts, they should expect to pay at least $400."

Trunk says that many of its items are on back order.

CELEBRITY FANS

The shirts have become popular among celebrities, including John Mayer , Dave Matthews, Liz Phair , Enrique Iglesias and Jason Mraz .

Meg Ryan reportedly insisted on wearing a Trunk vintage Motley Crue T-shirt for her photos in Jane magazine's March 2004 issue. Strokes guitarist Nick Valensi wore a Billy Idol T-shirt from Trunk when he appeared on Spin's December 2003 cover.

Trunk also counts Kid Rock, Britney Spears , Dido, Mya, Nas, Jewel, Coldplay and Sheryl Crow among its customers.

Beckerman adds, "At some point, we may have a mid-tier product that we could bring to the masses. But right now, our philosophy is to start at the higher end."

So how did a startup business get so many top artists for its T-shirts?

"I'm not going to tell all my trade secrets," Beckerman says with a laugh. He credits the relationships he has built over the years.

Beckerman previously was GM for sports licensing firm the Starter Corp., which was founded by his father, David Beckerman.

From 1994 to 1999, the younger Beckerman also gained experience as president/CEO of Groove Track Productions, an entertainment consulting company whose clients included the Hard Rock Hotel, Universal Studios and Disney World.

Beckerman says that Trunk's guarantee of quality is what attracts people to the brand.

UPDATED DESIGNS

"Artists are also tired of having their brand names associated with low-quality apparel. We put a lot into our garments ... We even use a lot of the same fabrics as the original shirts."

Trunk also has updated the rock T-shirts of yesteryear to include custom fits for women.

"Back then, rock T-shirts were made mostly for guys. Trunk's T-shirts are made to uniquely fit the shapes of men and women," Beckerman notes.

One of the retailers selling Trunk merchandise is the boutique Dari in Studio City, Calif. The store was featured on MTV's "Newlyweds" when the reality show's co-star, Jessica Simpson , bought a Doors T-shirt there for her husband, Nick Lachey. Simpson wore the T-shirt at a concert in Georgia last year.

Dari manager Tiffany Wendel reports, "The Trunk merchandise is doing better than average for a new brand. The Trunk items are very authentic and have a good fit. They also have some of the best bands for their shirts, and they have great graphics."

Beckerman says the Trunk name was inspired by the idea that people keep their most prized possessions in trunks.

Wendel agrees that the vintage look is in demand, which she says is why Trunk T-shirts are selling well.

"No one wants to look like they have a brand-new T-shirt," Wendel says. "They want things that look like they've been in a closet for years."

Trunk will be expanding in the coming months. Beckerman says the company is launching a children's spinoff brand, mini-Trunk, later this year. It is also developing vintage denim apparel.

Reuters/Billboard