Choon Nation
Columbus' unlikely clothing heroes are going on tour
By Josh Fitzwater |
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This is not your typical success story. In fact, this story defies the theoretical nature that comprises a "typical success story." Customarily, achievement does not involve grotesquely endearing, slightly chromosome-missing caricatures of animals, or a business plan that is formed while eating at an Arby's in high school.
Yet, three years after the origin of Choonimals Clothing Company, here they are - one of the most original and charming clothing outfitters in Columbus' textiled history.
The ink is still relatively damp on the lucrative distribution deal signed with Aural Fix Nation that will send Choonimals Clothing Company on the road with the Vans Warped Tour as one of only three sponsors - beating out some major clothing giants for the coveted spot.
The Choonimals Clothing team, comprised of CFO Matt Peters, Choon Picasso Chris Theibert, Logistics Director Chad Long, and Event Staff Coordinator Drew Kilkenny, knows firsthand that music and Choons go together like PBR and, well, more PBR. National freak-masters Of Montreal have sported Choonimals on their tour, as well as bands locally, like the new and improved Six Gallery and talented folk-rockers The Compressions.
Theibert and Peters will be on a tour bus caravan mixed with the musical likes of the Dropkick Murphys, Pennywise, Andrew W. K., and new emo-crooner Never Shout Never, for the 50-day, 43-city trek across America.
"The day before the tour kicks off, there is a rehearsal day in Carson, California (right outside of L.A.), and that is when we will really see what we are in for over the next 50 days," Peters said with nervous excitement.
"We're going to basically check into our bunks - in a bus - see who we're with, and try to get an immediate feel for how crazy and amazing everything is going to be for two months."
Armed with a new summer line including tank tops featuring a disgruntled goat, an arsenal of Sharpies for tattooing the arms of the expected 50,000 per show, and a national ad campaign in Alternative Press magazine, the Choonimals guys plan on extrapolating every possible ounce of success out of the Warped Tour. To do so, they have a few tricks up their designer sleeves.
They have been given complete access to all the bands, all the dressing rooms, and all the stages to film a 50-day documentary about the bands - and more retrospectively, about a small clothing company on the cusp of making a name for itself.
Peters, who has a cinematic eye, said the goal is to film an interview and some behind-the-scenes footage of a different band each day and post it to the website every night.
"We also want to show what the Warped Tour is like from a Choonimals standpoint too - a real candid look at all the extreme insanity that goes into trying to become a nationally-known business," he said.
Choonimals and the Warped Tour will make a power chord pit stop in Cleveland on July 8th and in Cincinnati on July 28th. Check out the new line and their daily rock-tour documentary by visiting their website at www.choonimals.com.
Originally Published: July 1, 2010
