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SOURCE Black Tie Emporium
Skate/Street Lifestyle Brand is a teenager-created business venture
LOS ANGELES, May 29, 2014 /PRNewswire/ -- Jonathan Heit and Alex Trevino are co-CEO's of Black Tie Emporium, a unique teenager-owned, on trend skate/street apparel company launching in Los Angeles in June.
Jonathan and Alex are each 13-years-old. They're avid skateboarders and they're the class clowns of their eighth grade class where they came up with the idea of designing their own apparel line during an afternoon study hall. Both boys are "A" students in school.
"We were talking about skateboarding and we thought it would be so sick if we could design our own clothes, stuff we'd wear boarding or just hanging out," says Alex. "We wanted things that are different from the clothes sold in stores today, cool, colorful shirts with designs that anybody could wear but that we could jump into whenever we go skating."
Added Jonathan, "You don't have to be a stoner to be a skater. Every time we go out to the park there are new people there – boys and girls – and we thought how cool it would be to have our own brand. We came up with the Black Tie idea because it's so opposite what most people think of when they think of skateboarders."
Jonathan may be well known to kids from his appearances on television and in movies. He stars in the TV series, "Granite Flats" on BYU-TV and has guest starred in the Nickelodeon series "Deadtime Stories" as well as in popular sitcoms including "How I Met Your Mother" and "Monk." He's also had lead roles in movies including Shawn Levy's "Date Night," Garry Marshall's "Valentine's Day" and Adam Shankman's "Bedtime Stories." Jonathan has also lent his voice to more than 30 "Family Guy" episodes and originated the role of Cubby in Disney's "Jake and the Neverland Pirates" where he voiced over 100 episodes. He's an enthusiastic fund raiser and advocate for several causes including acting as Youth Ambassador for UNICEF and Soles4Souls.
Alex is into sports, playing football and basketball as well as spending more and more time on his skateboard at Los Angeles area skateparks where he's currently mastering the vert section. He's had an unusual lifelong interest in business and when asked what he wants for any given birthday or holiday often replies, "Well, if you'd just give me a couple dollars I could figure it out and buy whatever I want." As to show biz, he says, "That's for Jonathan. It's not my deal." Both Alex and Jonathan take skateboarding advice from Alex' younger brother Oscar, a seven-year-old with more boarding moves than Current Caples.
What's different about Black Tie Emporium is that "the whole idea comes from the minds of teenage boys, not from adults trying to decide what kids like us would think is cool or funny," says Jonathan, "and we have some really awesome ideas."
"Yeah," agrees Alex, "and if we're successful it will show that anything is possible. That would be super rewarding."
Black Tie Emporium is starting with a line of exclusive T-shirt designs and then plans to move into fashion-based hoodies, accessories and jackets. "We describe the look and feel of our brand as 'dapper skate' because the graphics are clean and sophisticated, but they're cool, too." The hope is to expand eventually into ski and snowboarding lines and also clothing for girls. The company will donate a percentage of its proceeds to Unite4good, a not-for-profit coalition of organizations whose mission is "to unite us all in bringing more good into the world."
Black Tie Emporium plans an official launch of its products at a June 3 VIP celebrity event at ADBD , the Los Angeles based creative brand development agency. Jonathan is using funds from his acting career to jumpstart the business. The products are currently available by going to http://blacktieemporium.com/ ADBD will be the exclusive retailer from June 3-8.
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