Jonny Rock

Jonathan Marks used to be a penniless, die-hard rock music fan from Delaware. That is, until he figured out how to make a profit from the music.

Now, Jonny Rock, the young contemporary T-shirt collection he launched last season, is extending beyond music milieus and into better boutiques.

“It’s an odd place to buy an Ozzy Osbourne T-shirt,” admitted Marks. “But people love the collection because it’s fashionable, fun and funky.”

Marks, who currently operates his business out of a small office in San Rafael, Calif., has been in the music merchandise licensing business for almost 18 years. He owns Grateful Graphics, which got started in the parking lot of Grateful Dead shows in the mid-1980s. Marks’ side business was going well until the Grateful Dead band members approached him.

“They admired the designs and the sincerity of my attempt to promote the band, but decided it was time to get a piece of the pie,” he said.

Grateful Graphics currently produces the largest collection of licensed Grateful Dead products—from T-shirts for adults and children to coffee mugs, bobble head dolls, ballpoint pens and stickers.

Marks said he sees Jonny Rock as a way to continue expanding his merchandising business and remain a loyal music fan.

The collection is geared toward juniors who like music and have their own fashion style, he said. And, it’s a new concept for women who have always settled for unisex T-shirts without a whole lot of style.

“[The target customer] is music- and fashion-driven, she’s into retro looks and she likes bands,” said Marks.

The collection, which drums up memories of all things spandex and watching MTV until dawn, pays homage to such classic rock heroes as AC/DC, Megadeth, Motley Crue, Pink Floyd, Kiss, Ozzy Osbourne, Deep Purple and Iggy Pop. But the line also includes musical performers from today’s charts as well. The company’s Britney Spears and Madonna printed T-shirts were voted Best Hot Pick by Teen People at the MAGIC International trade show in Las Vegas in August.

Marks acquires the artwork for his shirts from original album covers and works to capture the “feeling” of the covers in the collection.

“I try to maintain the integrity of the original artwork,” he said.

The 70-piece collection features corset-style sleeveless (and bell-sleeve) tops with hook and eye, V-neck tees with exposed stitching and pearl-edged sleeves, and a zip-front French terry hoodie. Each shirt comes in one size and is made with stretch-cotton Lycra backs. Lace, grommets and rivets and ties are just a few trimmings the collection offers. Wholesale price points range from $13 for a sleeveless shirt to $22.50 for a hoodie.

With Spring delivery dates beginning 1/30, the collection will be sold at specialty retailers including Nordstrom, Canal Jean Co. in New York, Fastforward in Dallas and the Hard Rock Cafe Hotel and Casino in Las Vegas.

Projected sales revenues are expected to reach between $3 million and $5 million by the end of the year, said Marks. For more information, call (415) 454-1989. —Claudia Figueroa