Revolution: Vibralux – who are those behind the company?
VX - AJ: I do almost all of the business end, talking with the manufacturers, shops, and shipping companies. I handle the inventory, shipping, and accounting. Jeromy Morris and Fade Hurricane are our current designers. Jero shoots almost all the photos for the company and Morris does the ads. Alex is the other co-owner with me and I have the ability to work with the wonderful team of skaters that include Alex, Chris Farmer, Chris Haffey, Mike Lilly, Marc "Enanoh" Moreno, Brenton Wheeler, Don Bambrick, Michael Garlinghouse, Fabiola DaSilva, and Michael Collins. John Dillingham from TLS media helps out with our webgame too.
Revolution: I remember when Alex visited Revolution when VX first started. Gretch and I remember he was pretty nervous. He brought in a suitcase full of VX t’s to the shop, laid out each style, and quietly asked us if “we’d be interested in buying any.” Haha… I mean we bought the full suitcase without question, we remember it made Alex pretty happy. How has the company changed in your eyes from when it first started to where it is now today?
VX - AJ: Obviously enough the team has grown and Dave Temple is no longer a part of it. We have taken the distribution on our own backs and done Europe through Be-mag. Denim finally became a realization and now we are working on the team video. It is pretty nice to know that our jeans are often looked upon as one of the industries best, and they continue to get better. Now our goals have switched from "let's make jeans" to "let's be the best at EVERYTHING we do." I am excited to work on the Vibralux Team DVD and have complete creative control and filming control to keep the quality up, and just to move forward with growing the company.
Revolution: “You hate to Love it” - VX’s image is pretty universal, not “rocker” or “hip hop” it’s sitting right in-between in it’s own category. For example, we just had Dre Powell here at the shop – where he picked up the vx reversible hood and some vx jeans to rock. But, what would you say your image is?
VX - AJ: Our image is badass, I think if you want to just wear some kick ass clothes, you can feel free to put on some Vibralux. I think the thing that hurts us the most is the thought that YOU can't rock the jeans. Every rollerblader I have met who tries them out never skates in anything else.
People who currently only skate in our jeans include the likes of Brian Aragon, Robert Guererro, Jon Jon Bolino, Brett Dasovic, Eric Bailey rocks them on occasion, lots of people wear them, and you don't even notice.
Revolution: Speaking of the reversible hood – you’ve made it almost your “signature item” along w/ your denim line. But, who came up with the idea to do it? Did you expect it to be so popular?
VX - AJ: I thought it would be popular, but not "sell out before it arrives" popular. We get a lot of sh#t talked on us for participating in the fad of full print. However, I believe we offer a few things that other companies don't. The reality of it is that nobody else has a full print reversible hoodie in different colorways like ours that looks as appealing. Matty Pro is responsible for this item, but I think the evolution of it has only begun.
Revolution: The last couple lines, we’ve seen VX doing more and more color. As a shop, we love it, it gives skater’s more variety, more style to choose from. What’s your influence for this movement towards more color?
VX - AJ: I think there are a lot of t-shirts being made in rollerblading, and while blacks and whites are "safe" we figured it we were going to give shops the opportunity to pre-order limited edition runs of tees, we might as well offer up as many colors as possible and see how they catch fire. I would say that they did pretty well.
Revolution: Vibralux stepped up this year with the Chris Farmer Pro Jean – where you gave Chris money for each pair of jeans sold – explain why you did that? What was Chris’s expression when you gave him his first check from his jeans?
VX - AJ: I didn't give him a check, I gave him a fat roll of $10's, $20's, and $100.00 bills. I think it is great to have the opportunity to help out some of the skaters I respect, and reward someone for repping so hard. We don't get to pay out monthly salaries, so I think it is important to give back to our riders. Jeans aren't like a video where you overshoot your budget and don't get a set profit and can't payout what you thought. With jeans it is pretty much understood what we can stand to give out and it is great to see someone's eyes light up when you hand them a couple thousand dollars.
Revolution: Everyone anticipates the release for the VX Denim lines. What’s in store next? Who will have the next pro jean from VX? Loose fit jeans? Maybe cords?
VX - AJ: When I talked to the Chris' last in California they wanted Alex and I to focus more on the release of several jeans at once, instead of a bunch of tees and one pair of jeans.
We have the Haffey jean and the Fabiola low-rise jeans coming out in May.
In August we have the JD3's (price point jean) and the Broskow cords. I think after this year we might break into a more relaxed fit jean, but it would only be a bit looser, nothing drastic like the regs.
Revolution: You just added Fabiola to the team - you're doing a uni-sex jean for her right away. Tell us about that.
VX - AJ: Hopefully kids realize that it is a great piece of denim if you want a low rise crotch.
Revolution: Tell us more about the team, and why you chose them to represent VX. You mentioned a team video - ?
VX - AJ: I think we have a tremendous balance in the way of appeal. We haven't pidgeon holed ourself with our team like some companies do. Everyone can relate to at least 1 person on our team. They are all wonderful people and a whole lot of fun to hang out with. We have people who like to party and have fun, but are also serious when it comes to having fun while they are skating. The video should be great, lots of personality, but please don't expect too much from these guys, they all are filming other projects. We are basically just touring a bunch and putting together a well thought out, fun video.
Revolution: You slipped Gretch a VX short sleeve hooded t-shirt at the BCSD.. she’s received calls from skaters seeing the photo on our website wondering what the deal is with it. Your next line is ready to be released, tell us what to expect from VX.
VX - AJ: We are releasing a years worth of our slim fit custom cut and sew tees to start out the Spring. These will carry over for the whole year. The only new tees we will be doing as 2008 goes on is Limited Edition jams from the super secret location. Our new focus has become more jeans, accessories, and things that your normal clothing companies don't make.
Revolution: From an industry standpoint, you’ve been involved for quite a while. In your opinion, what do you want to see happen in our industry? What needs to happen for rollerblading?
VX - AJ: People need to step it up, us included. We have been really amateur in many aspects of our company in the past, and like every other company, we dealt with the mishaps and moved on. I would like to see people in rollerblading for rollerblading's sake, and not anything else. We have a handful of people doing really great things and a handful of people who act like chicken's with their heads cut off. If we could all be a bit more like Jon Julio and a little less like kids in charge then our industry will become even better.
Revolution: Last words...?
VX - AJ: Keep skating, that is the only thing you need to take away from all the BS I just said. Thanks to all the haters and supporters. Buy skater owned. Gracias James and Gretchen for the opportunity.
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