Hot Topic approached us about getting our Sailor Jerry line of clothing into their stores, which is fantastic because they place tremendous orders. However, we were concerned that our core customers could possibly be turned off if the brand we work very hard to keep exclusive was suddenly available at malls nationwide.

Our solution was to develop special merchandise that was available exclusively at Hot Topic under its own label, thus expanding the elasticity of the Sailor Jerry brand without diluting it. We were extremely pleased at how this merch turned out and look forward to expanding the program.