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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