RA went under the radar this last year and now we’re happy to say that everything is Cali based and many of the shirts are going to be small batch and screened in house.  If you’re in Sac, keep your eyes peeled, and stay tuned!

2010 was a big year for RA and it felt great to finally get the project off the ground.  Look forward to a series of all new designs in 2011 and what we hope will continue to push the Rotten Apples momentum until it becomes a household name…well in some houses anyway!

Once again, much love and thanks to all who supported us in our freshman year, and in the spirit of the season/economy all our 2010 designs are going for 50% off (or “buy one, get one free”).

Merry Xmas, Chanukkah, Kwanzaa, etc. and we’ll catch you on the flipside.

pz,

RA

Back in 2006 when Rotten Apples was just a twinkle in my eye, I knew little about business, and nothing about the fashion industry. My knowledge was limited to that I knew  thousands of people were making t-shirts, and figured it would be a quick and simple way to make a buck. Boy was I wrong…

Over the last four years, I have come to truly appreciate just how difficult it is to start a company and how competitive the clothing business is. I also learned that not so long ago the U.S. was not just a leading consumer but also manufacturer in the world of fashion. From t-shirts, to jeans to suits to buttons. “Made in the USA” was a sign of quality and hard work. Unfortunately, we’ve grown so accustomed to outsourcing, that it’s something most of us seldom think about.

A few months back I saw the documentary “Schmatta: Rags to Riches to Rags” on HBO (check out the trailer here) and it changed everything. Well, maybe not everything, but it certainly changed my perspective on fashion and business as a whole. Rotten Apples is not anti-big business, but does believe that buying locally and supporting small businesses is the way to go whenever possible, especially when the products are made here in the U.S.

It’s a hard road trying to make things work on your own and there is something to be said for those that strike out independently as opposed to climbing your way up someone else’s dream; in fact, right now it’s next to impossible. It is also next to impossible to run a company without using things that have been made overseas. That’s not the point though. Like most things in life, balance is the key. So whether you’re looking to pick up a magazine, buy a scoop of gelato, or in our case, find a new t-shirt: remember the little guy here at home, because what seems like such a little contribution really makes a world of difference.

Who knows what’s going to happen to our economy or to all those entrepreneurs out there trying to make a living. Only time will tell.  Four years ago I had no idea what this would turn into, and still don’t. In fact, after fours years things are just now slowly starting to build momentum. One thing is for certain though, every milestone we’ve reached has been great and I can only image what it’s going to feel like when RA is known around the world, an American brand for a global market… It’s gonna be tough road ahead, but man the payoff is going to be sweet.

The lookbook is up and came out fantastic. Big thanks to everyone that made it possible: Sean, for modeling and lending his house, Jen, Marianna and Nick for their good looks and patience, Mike J of Anomie for pulling this thing together, and last but not least: photographer extraordinaire Josh Johnson. Workin’ miracles in the S.a.c.

Here’s to the next one.

The weekend is finally here and I can’t believe 2 things:

1. June is almost over.

2. The US outlasted Italy in the World Cup.

Anyhow, back to business: the website will be going through a bit of a facelift in the next few days. Notice the new font up top? Yep. Also, the pictures are finally in, so as soon as we sort through them, the lookbook will be going up. Get excited.

Here’s a little peek at the work that goes on behind the scenes at the Rotten Apples HQ.  Big things planned for the months to come… Oh, and it’s Wednesday, which is the perfect day to buy a shirt! Feed the machine.

Here’s the Rotten Apples ad that will be running in the next issue of Anomie magazine.  For those not in the know, Anomie is a cornucopia for all things creative that’s been keeping the scene alive since 1998. From graf, to exhibit art, to music, they have their fingers on the pulse (check them out at www.anomie1.com) We look forward to plenty RA/Anomie collaborations in the future.

Thanks to all those who have bought from the RA online store recently. Payday is here, so no better time to pick up a shirt  for father’s day (he will be overjoyed once he dons the glory that is Rotten Apples). Remember: 25% off the purchase of 2 or more shirts with code WCS916!

Here is a peek from the photo shoot (courtesy of Josh Johnson), and the first pic of someone wearing our gear.   Can’t wait to see the final product, Josh was working magic last Saturday.  

The Rotten Apples shop is officially open and ready for business! Most everything is there, but a couple different colorways will be trickling in over the next few weeks. Also, since we realize times are a bit tough, enter code WSC916 to receive 25% off with the purchase of two shirts.

Last but not least, we want to give a BIG shout out to everyone who has supported us in getting RA off the ground. It’s exciting to see things coming together and there’s no way we could have done it without all the help.