Bringing It Back Home With Iron Fist
Iron Fist is a San Diego–based streetwear brand that gained much of its popularity in every spot around the world except the United States.
But this year, the brand intends to build its popularity on its home turf with new looks and more women’s styles, according to co-owner Travis Anderson.
Iron Fist’s circuitous story begins in San Diego in 2001 when Mike Van Senus, a skateboarder from Durban, South Africa, made T-shirts with graphics inspired by outrageous humor and tattoo styles. His business partner, Anderson, sold Iron Fist to the skate kids and surfers in Durban. Soon, it caught on in South Africa, Australia and Europe, where it was one of the first labels offering a streetwear look, Anderson said.
The label’s revenues last year were more than $7.5 million, mostly from its international business. It hopes to increase its revenue with more U.S. sales, even though the market seems crowded.
“There are many brands out there. It looks like too big of a challenge,” Anderson said. “But once you get into the game, there’s a lot of opportunity.”
In the United States, Iron Fist has been sold at the Yellow Rat Bastard boutique in New York City. In November, the label hired four salespeople to get the brand into more U.S. stores.
For its 2011 looks, Iron Fist will tone down some of the louder graphics and increase its women’s styles. In fact, the streetwear brand will exhibit at WWDMAGIC at the show’s juniors section in Booth #72510.
New looks include outerwear with classic silhouettes, quilted jackets, blazers with a vintage feel and dresses. Wholesale price points range from $12.50 for a T-shirt to $100 for a leather jacket.
For more information, call (858) 586-1100 or e-mail travis@blankgeneration.com.—Andrew Asch
