Why logo shirts don't sell and the one exception

What does Al Ries say about logo t-shirts? Wait, who the heck is Al Ries? Marketing genius, Al Ries, is one of the top and most respected marketing gurus, having written some of the most important marketing books. I not only love his stuff, but also highly respect his work.

So what does he say about logo t-shirts? They don't sell! Well actually, he never spoke of fashion or of design. And he never covered anything about t-shirts. But one of his theories did help me explain why there are so many brands that do logo t-shirts and why such brands will fail.

I never wanted to do shirts that dominantly say "Juzd" in different fonts, let alone have that as the main design element. I thought it was corny and not artistic, but everyone else was doing it. If all the top lines were doing it, and they were successful, then why wouldn't I be successful doing it? There must be a reason. Logo on shirt = success? Well, all the other brands think so.

Then, an epiphany hit me hard last night. It was so simple, yet it took me so long to figure out. One of the important lessons I learned from Al Ries was that companies that use acronyms in in lieu of their name will never be remembered, but wait, what about the many corporations, such as IBM, KFC, and HP, who use acronyms successfully?

Take into consideration this: IBM, KFC, and HP are not successful because they use acronyms, they are successful, and therefore, they can use acronyms to represent themselves. When you say IBM, everyone knows the company and what they stand for, but no one knows "SUE" which, in this example, stands for "Sam's Used Electronic" shop. Sam is an idiot for naming his company SUE, instead of naming it Sam's Used Electronic shop. But we must note that Sam is also an idiot for getting into such a bad business - no one makes money by dealing with used electronics.

People will buy shirts with Ed Hardy, Diesel, and Guess plastered all over it because everyone knows these brands. They have build a strong enough reputation to sell shirts with just their name on it. But no one is going to buy a shirt with "Sam's Collection" plastered all over it. So, the next time you see a collection of shirts from a new brand with no design, expect for their logo or name on the front, and shake your head while knowing why!

Logo plastering tees only sell when your brand is already well-known

JUZD Featured in 24hrs Daily Newspaper

Original post in July 29th 2008 issue of 24 Hours.
Original article written by Tanya Enberg, 24 hours

Bamboo first
Holt Renfrew keeps sharpening its edge.
The retail chain, which gives great play to Canuck clothing labels, has gone one step further by bringing on a largely unknown Toronto designer.

His name is Jing Liu and if you’ve never hear of him or his JUZD (pronounced joost) Bamboo streetwear collection, don’t’ be surprised. After all, he has never been trained in fashion design or cut his teeth at a design firm.

That, however, hasn’t stopped Holts from taking the unusual step of bringing the newbie designer’s graphic-laden garb-the world’s first designer bamboo label-to its high-end department stores.

The collection was delivered to Toronto, Montreal and Vancouver earlier this month. Check out Liu’s work at: juzdbamboo.com

Bamboo Fashion Is About To Take Flight

Original post: http://www.thenewagenda.com/article/bamboo.html

Original article written By Stefanos Chen

The New Agenda: the lifestyle magazine for the socially conscious

Eco-Chic Has Gone From Hippie to HOT-Damn!

Before American Apparel undoubtedly corners this market, too, be the first on your block to go bamboo. The key to its sustainable applications is its astronomical growth rate. More garden weed than tree, bamboo can grow up to 18 inches a day, reaching a harvestable size within three to five years. If you’re keeping score at home, that’s up to 20 times faster than hard wood trees, which average anywhere between 50 to 100 years to cultivate. Best of all, bamboo absorbs nearly five times more greenhouse gases and produces 35% more oxygen than an equivalent stand of trees, according to some measurements. Did I mention it’s also naturally antibacterial?

But before you start recounting the itchy advent of Woody Harrelson-endorsed hemp, heed this mantra: A green aesthetic doesn’t have to mean ascetic. If its texture is comparable to anything on the market, it’s silk – a fact that is not lost on its wide range of purveyors. From bedsheets to bathrobes, camisoles to yoga clothes, bamboo fabric is steadily approaching mainstream acceptance. Take a closer look at some of your favorite retailers’ catalogs. This surprisingly soft fabric-alternative, which is actually a type of grass, not wood, is changing the way several companies think green. Though they may not feature these items on the front page of the catalog, many established stores are tinkering with the prospect of bamboo chic. Among these tentative giants: Urban Outfitters, Banana Republic, and Adidas. Even New York mainstay Anthropologie offers a smattering of bamboo products.

Yet despite select retailers' enthusiasm, bamboo has thus far been ignored by most markets. So what’s taking so long? According to Jing, head designer at Juzd Bamboo (pronounced “Juiced Bamboo”) – a new line of urban streetwear made entirely with bamboo fabrics – it boils down to fear. After shopping his brand around to several big name retailers, the overwhelming response was yes on the clothing, no to bamboo. Most claimed that the eco-fabric was a promising yet “untested” prospect.

Jing was undeterred, and the enterprising designer decided to launch his own company, on his own terms. As a matter of personal pride, Jing regards his new label as an attempt to dislodge eco-conscious clothing from the clutches of one small, musky contingent. “It seems like all these other [eco-friendly] lines are designed for hippies, by hippies.” Through a pair of metallic D&G aviators, he shared with The New Agenda his vision for the future of bamboo clothing: “I want to be big like Diesel…but sustainable. These other companies are hollow, superficial. I want some meaning behind my brand, a real philosophy.”

Though there are certainly no hard feelings between Jing and his flower-power predecessors, he sees a future where Juzd offers a stylish alternative to the sack cloth and hemp of yesteryear; in short, a complete paradigm shift. “We have to aim our sustainable clothing to the masses. People don’t buy ugly clothing just to help the environment.” To ensure the highest quality product, Jing sought inspiration from all over the world; from Argentina to the Philippines, Australia to Canada, and he’s assembled a veritable think tank in green fashion. His collaborators range from print and fashion designers to wallpaper and comic book artists; the fruit of which yields a one-of-a-kind design every time.

Best of all, Jing guarantees the moral and fair treatment of all his workers, both locally and overseas in China – a rarely struck balance between ethics and praxis, even for the green industry. He is currently finalizing a deal with Holt Renfrew, a major Canadian retailer on par with Barneys New York, to offer a selection of exclusive Juzd designs. Until then, check out Jing’s original, limited edition T-shirts at juzdbamboo.com.

Still not convinced of bamboo’s bright future? Nothing moves the obstinate like some high-profile celebrity endorsements. According to a recent feature in Us Weekly (oh, the lengths The New Agenda goes to get the hot scoops), Angelina Jolie loves dressing daughter Shiloh in Kicky Pants’ line of baby bamboo clothing. Touting the benefits of naturally hypoallergenic and antibacterial properties, it’s no wonder bamboo clothing is raking in celebrity dollars. For even more proof of bamboo’s versatility, the evergreen and always exciting Daryl Hannah offers an eclectic array of bamboo items on her website dhlovelife.com. From her “beauteous bamboo worm-bin” to exclusive “bad-ass bamboo snowboard,” Hannah firmly supports the myriad uses of bamboo – and alliteration.

So if you’re ready to run the full gamut of bamboo couture, gear up with these pioneering brands:

Juzd Bamboo juzdbamboo.com
Juzd is bringing eco-street to the game, complete with slick designer threads. Think Ed Hardy meets Ralph Nader, but iller. Hittin’ your block in late July.
Limited Edition Shirt ≈ $100(Full catalog coming soon.)

jonäno
jonano.com
Vast selection of bamboo and organic cashmere clothing, in a wide array of colors and styles.
Women’s Top ≈ $35 Women’s Pants ≈ $60 Dress ≈ $70 Skirts ≈ $65

Soft Forest
Softforest.com
For all your (green) household needs. Check out their silky smooth bath and bedroom collections – all made from a minimum 80% bamboo.
Bath ≈ $3-$29 Bedding ≈ $36-$129 Accessories ≈ $5-$25

Kicky Pants
kickypants.com
Behold – the most adorable, nigh saccharine use of alliteration to ever be uttered: bamboo baby booties. The horror…
Baby Dress ≈ $35 Organic Onesie ≈ $16 Baby Polo ≈ $20 Maternity wear ≈ $35

Bamboo Clothing (U.K.)
bambooclothing.co.uk
Great selection of menswear (even skivvies). Don’t forget to check out their informative FAQ section.
Trim Tee ≈ $40 Polo ≈ $50 Underwear ≈ $16-$20

Bamboo Clothes
bambooclothes.com
A stateside alternative to its eponymous U.K. competitor. Update grandma’s penchant for panty-gifting with these intimates. FYI, they sell DIY spools of bamboo yarn.
Sports Bra ≈ $20 Basic Tee ≈ $23 Kids’ Onesie ≈ $13

Q&A with JUZD Street Wear

The following blog was written by Gloria Chik of UrbaneBloc. See original story.

I came across a really interesting streetwear concept early in the year - bamboo designer clothing. JUZD is a local brand that has established its line based on the concept of organic bamboo fabric. Want to learn more? Jing Liu, JUZD’s Lead Designer, takes us through the ins and outs of the brand.

1. Tell us about JUZD – how could we describe it in 10 words and under?

JUZD is the planet’s first bamboo designer clothing.

2. The brand just launched in March 2008, where has JUZD taken us so far?
   

The most innovative fabric in over 50 years. The founders of a clothing store chain which now has several hundred locations felt the fabric and was very impressed. These guys have been in the industry for over 50 years and are impressed by NOTHING.

3. Where did the concept of Bamboo Clothing arise?

The reason I started JUZD was I wanted a clothing label that represented nature and the raw power the human being. There is no line out there that paid respect to nature and us as humans. With that as the founding concept I wanted a fabric that was organic and natural. And growing up in China my subconscious was imprinted with imageries of luscious, green, beautiful bamboos. With all this in my subconscious when my friend told me about bamboo fabric, it felt so right. It’s like one of those moments when you meet your soul mate or discover your true passion in life.

4. Are there any big names that we can find organic bamboo being used?

The big names that use bamboo are Roots, Lululemon, and now Affliction. Personally I really don’t like their bamboos. It’s an older generation so it’s heavy clingy, and not as soft as our bamboo. I guess I’ve been spoiled with the JUZD bamboo. No one else has the JUZD bamboo because its custom designed and milled.

5. What does street wear mean in Toronto?

There are some very fashion forward and creative individuals in Toronto but there are just too few! I remember my trips to California and New York and even China, each person is different and it was accepted. We the Toronto streetwear fashion culture is a follower, dressing mainstream with things from H&M and Zara. Nothing’s wrong with H&M and Zara but the way things are paired up is very safe. I think the Toronto street fashion culture needs to move forward and embrace individual expression.

6. How do you develop your line to be street wear oriented?

The secret is I’m just an artist looking for an outlet. I just create edgy art and it happens to fit into the street fashion culture.

7. What is your process like in developing the product?

The process is pretty extensive. Here’s the brief version.
First I come up with an overall concept for the season that dictates everything. The designs and the colours, this has to match the cultural mood and the season. Then I finalize a small palette of colours and textures to use. Followed by the shirt styles I want for that season. Now comes the most creative challenging part, I have to come up unique concept and designs that match all the elements I’ve chosen. Then I collaborate with artists all across the world that matches the theme I want. In the Fall there’s one shirt that was the collaboration of four artists! The most fun, creative, and challenging element is making sure each shirt has a unique concept that no one has ever seen before, something totally fresh.

8. The general inclination is towards using organic materials to develop our fashions – how much do you think the eco-consciousness play into the next wave of clothing design?

In one respect I think the innovation of organic fashion is very slow. Designers associate organic with nature and nature with hippies. So all this ‘organic’ clothing is designed for hippies and tree huggers. God bless them but you can’t change society by getting the 3% of the population making conscious decision on their clothing.

Where I want to go with JUZD and hope the other designers will follow is to make it compete with the major labels such as Diesel, Energie, Christian Audigier, and other contemporary labels. That’s going to be the next wave that will turn the mass market onto sustainable clothing.

9. What’s the best way to wear your line – how do you style your clothing?

Pair it up with your favourite pair of premium denim. I designed for the full shirt so it’s hard to layer it. Maybe add accessories such as a chain, scarf, or a pair of bad ass shades. But always wear the tees directly against the skin, because it feels so good.

10. Where are you looking to take the design of the line – how do you reinvent yourselves each season?

With most artists when I create a piece that very creative (and I make sure every piece is) initially I get very excited. I jump I hop and show it to everyone. Then fear hits me hard. It’s like “how am I going to outdo myself next time? Is that my last? Is that all I got? Oh no! I think I exhausted all creative possibilities.”

But there are always more creative possibilities. I take inspiration from all around me. Whenever I see a design that’s innovative and edgy I think how can I translate that to a shirt. As with the art direction I want to go back to my roots, I want to take it back to Asia.

The future of eco-conscious clothing

Today I was interviewed by Alex, a New York magazine and UrbaneBloc a popular Toronto online blog. There was one important recurring question. What's the future for eco-conscious clothing. Where is this trend heading?

I think the perception is that this trend is moving fast and furious. That may be true based on the media coverage but the innovation in this area is still very stagnant.

When people say eco-conscious first thing comes to mind is earth, nature, and the hippies and tree huggers. Also these consumers are the easiest target for eco-conscious clothing.

So what happens? People who start these eco-friendly clothing lines are in this category and they make their clothing for this category. All eco-friendly clothing aims at this target or has this branding theme. Go ahead, search for eco conscious lines on Google. Very earthy natural colours and designs.

God bless the hippies and tree huggers but they are such a small percentage of the population and can't make the major difference. You can't force the mass community to digest this style. People don't buy ugly stuff just to help the environment.

I saw this eco shirt with what looks like poo on it. Yea, it's eco friendly but not many people can wear it. I don't pay for shirts with poo stains on it, I pay to get it off.

What I'm doing with JUZD is offering a product that is fashionable and in style. We have to aim our sustainable clothing to the masses. We need to have eco-conscious clothing that competes with Diesel, Energie, and Christian Audigier. We can't force these consumers to wear poo stained shirts!

I hope others will follow. This is how we can appeal to the masses to be wear eco-conscious clothing. This is the future of eco-conscious clothing.