Rock Underground to Bow at Pool
Orange County alternative clothing line Rock Underground will debut during the Pool Trade Show, which will be held Feb. 14–16 at the Mandalay Bay Convention Center in Las Vegas.
Rock Underground is a casual line of rock-inspired T-shirts and sportswear retailing from $21 to $160.
“It’s minimalist and has a vintage but fresh appeal,” said designer and principal Justin Marvonek. “It’s breathable and comfortable.”
For Fall 2005, the colors are dark to neutral, and the graphics feature religious and rock icons. Hoodies come with stitched graphics, and boy beaters have an antique finish. Rock Underground is also using hand-cut stencils for some of the graphics. Finishing is conducted at the company’s factory in Costa Mesa, Calif., and manufacturing is done domestically.
“We’re letting the dyes bleed through the graphics [for effect],” Marvonek said.
The company is using American Apparel T-shirts and is doing cut-and-sew pieces, as well. Other items include “seamless” pants, strapless dresses with lace-up backs, and scarves featuring poems.
Marvonek’s business partner, Joel Hendricks, former promoter for the rap/rock band Linkin Park, handles sales and marketing. Hendricks plans to build brand recognition by placing the product with major music talent. Linkin Park members wore Rock Underground T-shirts during their recent album and video collaboration with rapper Jay-Z.
Marvonek owns a store in Costa Mesa, where he sells his own eponymous line as well as brands such as New York Industrial and Material. On the manufacturing side, he has collaborated with retailers including Stateside Garment Traders and E-Label Environmental in developing garments.
“We try to be more original,” Marvonek said. “Our waistband pants, for example, have pocket locations in different positions. We don’t use clip art, and we have only icon shirts.”
The company is aiming its launch toward boutiques. “We don’t want to grow up so fast that we’re gone in a year,” Hendricks said.
For more information, call Hendricks at (949) 689-0344. —Robert McAllister
