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Chapter 25 - Gerard Junior , Allen Senior & Our Move To LA

Chapter 25 - Gerard Junior , Allen Senior & Our Move To LA   Gerard Junior   Things were getting kind of crazy around our apartment in San Francisco, we were gearing up for the birth of our new baby and I wasn’t making it down to LA as much as I would have liked to.  Things were also very tough financially.  I was selling a few jeans in San Francisco at trunk shows and at the street festivals and through word of mouth, but not enough.  Christine was working as much as she could and she was paying our rent (and she was still taking on some pro bono work which was driving me crazy.)  Then, in mid-March 2013...

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Chapter 24, Young Allan, Old Allen & "Hustle Like F$@k"

Young Allan, Old Allen & "Hustle Like F$@k"My buddy Noel Ruane from Dublin called me up to see if we could help out a young software developer called Allan Dixon who had been working for him in Ireland.  Allen was coming over to the US to try to get a job from an eccentric billionaire in Beverly Hills called Alki David and needed a couch to sleep on for a few days.Allan was cool.  He was a young Irish guy, full of energy and out to make a name for himself.   After sleeping  on our couch for a few nights  in San Francisco, I brought him to LA and he went on a mission to find and speak to billionaire...

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Chapter 23 - Sundance Film Festival, Our Friend Henry & A Chance Meeting with Janice Dickinson

While at our good friends’ wedding in Northern California, I got speaking to a friend of ours, Henry Molloy, a money manager with a pretty amazing track record.  Henry’s not the type of guy you’d mess around.  He fought and beat one of the toughest boxers in the Hell’s Angeles for the Diamond Belt Championship in 2008.  He’s a straight to the point, no bullshit type of guy.  A “go getter.” I love chatting with him about big ideas.  I told him about our vision for Sonas and what was going on.  He asked me what I needed to take it to the next level and I told him I needed celebrity endorsements and brand awareness.  Henry agreed to take...

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Chapter 22 - Fit Models, Sales Rep’s & Celebrity Gifting Suites

The next thing we needed to do was to basically start from scratch on proper patterns and grading and get all our women’s jeans fitted properly. I had never got our jeans fitted before as I was only working with men's jeans. I was the fit model! If they fitted me I was happy. So it was time to do things the right way and make them “Nordstroms ready,” as Allen said. It wasn't that I didn't want to do proper fittings, I just never knew it had to be done. As I mentioned before we used to have blankets of patches sewn up by some Chinese women in downtown SF and then take the blankets over to the denim...

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Chapter 21 - 40 Round Trips Driving To LA And Back To SF In One Year

We arrived back to San Francisco after our trip to Vegas. It was a costly trip, but another great learning experience about marketing, making appointments before trade shows, presentation, merchandising and on and on. Despite the meager orders we received, I was happy knowing that we now had some new contacts in LA in the garment business who were willing to work with us and help us perfect our product. Not many people wanted to take on such a complicated jean with over 50 individual pieces and it just so different than what they were used too. Manufacturers like easy money, simple cuts, and our jeans require some serious attention to detail, definitely not for everybody.   We had made...

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