EnTrends

very little on marketing. He told us to
look for inexpensive but creative
ways to market our company and not
to ask for more money than we
need."

A majority of Dirtbag's sales come
from Internet shoppers. However,
Canning is starting to utilize sales
reps throughout the country as well
as distributors in the U.K. and
Canada. The company has also hired
a sales manager that has contacts in
Japan, Germany and Mexico.

In addition to the Internet, Dirtbag
Clothing offers its apparel line in
about ten stores in the San Francisco
Bay area right now. Canning says,
"Being a small company, it's tough to
get entrance in retail stores. We have
had to do a lot of consignment. Most
big stores do not want to commit to
large amounts of inventory. So, we
generally give them about $500 of
merchandise to try out for thirty
days. That has been doing pretty
well for us."

Dirtbag Clothing also showcases its
apparel line at the ASR (Action
Sports Retailer) Trade Show. At this
show, various active wear,
skateboard, snowboard and ski
equipment companies exhibit. Within
the next year, Canning and his
partners would like to see their
clothing line in at least one large
retail chain, such as Pacific Sunwear,
Urban Outfitters or Gadzooks. They
would also like to strengthen their
relationships with distributors and
increase Internet sales to at least $1
to $1.5 million.

Canning and his partners put a great
deal of the company's revenue right
back into the company. As they work
with larger distributors, they will be
expanding into jackets, pants, and
board shorts. "Almost all the money
we make right now is going into
expanding the product line."

During a typical workday, Canning's
business partner deals with the
production of the clothing, such as
screen-printing and embroidery.
Canning works on the company's
marketing and public relations.

When asked what he enjoys the
most about being an entrepreneur,
Canning says, "It is definitely the
freedom. I set my own hours, but I
work harder than I ever did. There is
no one looking over my shoulder and
if I don't meet a deadline, there is no
one to blame but myself."

In his free time, Canning enjoys
playing the guitar, golfing and riding
his mountain bike. But he has not
had much free time recently, as he is
busy networking and building his
company's brand. He tries to relax on
the weekends, however.

Canning says that he does not have
a favorite clothing designer of his
own. "If I see something I like, I buy
it. If I am at a thrift store and I see
some retro or vintage stuff, I will buy
it. Otherwise, I like t-shirts and
jeans."

Finally, when giving advice to other
entrepreneurs, Canning says,
"Definitely know who your market is
and make sure you have enough
cash to get your enterprise going.
Also, talk to people who have their
own businesses that are willing to
help you out. Ask a lot of
questions."

For more information, visit
www.dirtbagclothing.com or call

1-877-DIRTBAG