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Dream It. Seek It. » Blog Archive » Exclamation of Independence

Dream It. Seek It. » Blog Archive » Exclamation of Independence



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Published by LauraNovak
A cool story about a cool kid who's reaching for his dreams by designing an ultra-hip clothing line.
A cool story about a cool kid who's reaching for his dreams by designing an ultra-hip clothing line.

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Published by: LauraNovak on Jan 24, 2011
Copyright:Attribution Non-commercial


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1/19/11 12:47 PMDream It. Seek It. » Blog Archive » Exclamation of IndependencePage 1 of 6http://dreamitseekit.com/2011/01/13/exclamation-of-independence/
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Exclamation of Independence
Let’s be clear: Max Novak likes to have fun. And his fun usually means performing wheel grabs, 360’s anda variety of other tricks with his BMX bike.But to the fifteen-year-old, high school sophomore from Oakland, California, fun also means playing tenorsax in a select jazz band at school while launching and building a brandof street wear clothing that he already envisions will be his ticket to a life without office cubicles, suits,bosses and mandatory work hours.Since foundingEXCLMTN(pronounced Exclamation) earlier this year, Max has already managed toproduce two batches of clothing and get his custom-designed t-shirts and sweatshirts into 510skateboarding, a popular skate shop in Berkeley, as well as a hip clothing store in Oakland. He is carefullycrafting the Exclmtn brand and is working to build a devoted following in the street wear industry. Andalong with it, he has already mapped out a clear strategy for the future.“I want to grow the brand, get experience, get it into more stores across the country and grow as a person,”Max says, reflecting on stores in San Francisco and Ann Arbor Michigan that he has tried to pitch his brandto in person. His self-belief is so strong there’s no questioning where he’s headed in life.“I think that starting now enables me to grow it slowly so that by the time I’m in college, the brand willhopefully be able to sustain itself and give me the experience I need to be involved in the skateboardingstreet wear industry in a bigger way,” he adds. “I know I don’t want a typical white collar job – that scaresme.”Max, now a slim, amber-eyed brunette who seems to never stop going, discovered his attraction to art in
1/19/11 12:47 PMDream It. Seek It. » Blog Archive » Exclamation of IndependencePage 2 of 6http://dreamitseekit.com/2011/01/13/exclamation-of-independence/
first grade, after undergoing bilateral leg surgery as a result of a mild case of cerebral palsy caused bycomplications at birth. Given that he was stuck in double leg casts and couldn’t run around like other boyshis age, Max started gravitating to something he could do with his hands, and was soon creating cartooncharacters and other art (one of his comic strips was chosen for the Stanford Anthology for Youth.) Hisentrepreneurial side was already kicking in by the fourth grade when Max made a clay slug in art class andrealized he and his friends could make some quick cash by starting a slug production line and selling themat an upcoming craft fair.But his art teacher taught him a life lesson: she said she would only donate supplies if the proceeds went tocharity. So Max chose Children’s Hospital Oakland, where he spent the first three months of his life livingin Intensive Care and undergoing many surgeries.The excitement of creating something of his own and then exchanging it for money left a lasting mark: intwo years, Max donated hundreds of dollars to Children’s from the slug sales alone. This year he plans todonate a portion of his Exclmtn profits to the hospital as well.By the time Max hit seventh grade and fell into theskateboarding and BMX bike scene, he was an avid doodler, taking a sketchpad and pens with himeverywhere he went. He began thinking about launching a street wear brand and began playing around byspray- painting his original designs onto t-shirts in his back yard. Soon he was experimenting withPhotoshop and by the spring of his ninth grade year, Max had already come up with the name and logo forhis brand.He took a few of his initial designs to his parents who agreed to give him seed money to launch the business(Max had to successfully sell out the first batch of shirts before they would fund the second order.)Then it was a matter of finding a silk screening partner, deciding on the right fabrics for his designs (somerequired tougher cotton than others) figuring out how to produce the custom EXCLMTN labels for hisclothing and learning where to have the labels hand sewn into the collars.Max, who says he doesn’t know of any other kid his age that has launched their own brand, chalks up hisambition, in part, to a fear of getting lost in the masses.“I think I’ve always wanted to avoid anonymity – that has always scared me,” he says in a tone thatsuggests that at fifteen, he was starting to run out of time. “I’ve always wanted to either be known for myproject or something I create – even if to a small audience – but for something that sets me apart. And sinceplaying sports well wasn’t really possible, Exclmtn became the thing I want to be known for.”With an award-winning journalist for a mom and a renowned commercial kitchen designer and consultantfor a dad, Max has always been encouraged to go after his dreams. But he admits that his drive might alsobe connected to years of serious medical problems.Max was born with a birth defect of the trachea and esophagus that has required a total of 15 surgeries,most of them when he was a baby and toddler. The mild cerebral palsy that caused him to undergo bilateralleg surgery when he was six still renders his hands stiff, keeping one of them from closing completely. Italso means a lifetime of medication and ongoing surgical procedures every few years.“I think maybe my medical experiences have encouraged me to be more brave, to go for things when theycome, even if they’re daunting,” says Max. “I think skateboarding and BMXing has also helped – the ideathat you need to just go for it and not think about the consequences or focus on the fear. ”Along with his drive, Max possesses a fearlessness that evades most adults. But it only takes talking to him
1/19/11 12:47 PMDream It. Seek It. » Blog Archive » Exclamation of IndependencePage 3 of 6http://dreamitseekit.com/2011/01/13/exclamation-of-independence/
to understand that he’s gifted not just with the creativity of anartist but also with the savvy of a businessman.With his dad’s introduction, Max has managed to get the commissions to design staff uniform shirts for twoMichelin-starred chefs in the Bay Area. It’s an honor he’s earned by meeting multiple times with the chefsand working through many iterations of designs to meet their high expectations.On his web site, Max describes EXCLMTN as a clothing company centered on aesthetically pleasingdesigns “rooted in modern and street art but also highly influenced by street wear, skateboarding, and theCalifornia lifestyle.” He says his designs are based on a wide variety of influences and views EXCLMTN asan amalgamation of things rather than revolving around a single concept.It was his determination to avoid been pinned to a specific theme that drew him to the name EXCLMTN,which he believes resonates with the street wear industry but has a broad reach. After only his first testbatch of clothing, he already knew enough to expand to sweatshirts in his second run because he heardpeople referring to EXCLMTN as a t-shirt business and didn’t want to be pigeonholed.Now, prior to his third production run, Max is planning to add hats into the mix to further diversify. Askhim if he plans to build an ecommerce business to increase his profit margins, Max is quick to say he wouldlove to, but that he alone has built his small website while maintaining straight A’s, and it’s difficult to learnthe ropes of online marketing. So, when that becomes overwhelming, Max does what comes naturally: heknocks on shop doors wherever he travels and asks them to consider selling his designs. Max might not be awiz at Search Engine Optimization, but he knows how important it is from a brand perspective to have hisclothing line in reputable skate stores – even if it means squeezing his margins.Max knows he’s got a long road ahead and that achieving his dream will take a lot of hard work andpersistence. But he’s also conscious about maintaining a balance and doing what he loves in life, which iswhat caused him to launch EXCLMTN in the first place.“Ultimately, it’s just about having fun and being able to do the kind of creative work I want to do while stillenjoying myself and living life,” explains Max. “I care about Exclmtn. And I would like it to do well andmaybe even do good things for other people. But there are more important things in life. For me, it’s aboutbeing able to do what I want to do on a day-to-day basis and enjoying it. That’s the best part.”
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Tags:Dreams,exclmtn,Hippie Boy,Ingrid Ricks,Max Novak
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01 2011

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Shyam Adrift added this note
Keep it up Max! Kudos Laura!
Daniel Essman added this note
Steve U added this note
What a fantastic story - and real life, nonetheless, where the best stories usually are! And, as usual, great writing by Ingrid!
mike carvell added this note
great moving read write thanks Godteaches
Alison Krupnick added this note
Ever since I read your piece The Trouble With Harry, I've wondered about Max. Nice to learn the rest of the story.... so far.
Paul Richardson added this note
Nice, thanks for sharing.
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