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Last Updated:
Jan 19th, 2010 - 13:22:35 |
Kid Rock Unleashes Made in Detroit
The masses may still not know Kid Rock is the owner of local t-shirt company Made In Detroit, and that was intentional on his part. After all, Kid Rock (Bob Ritchie) sported the Detroit line for years before he ever even owned it.
When he bought the MID trademarks and design rights from a bankruptcy court in May 2005 he simply continued to wear the gear, but laid low about his proprietorship. “It was never something we denied, but we definitely didn’t go out of our way to let people know,” MID president Tommy Dubak said.
Kid Rock's reason to own Made In Detroit was to keep it from the wrong hands.
“He always supported the brand and above all wanted to keep it cool,” Dubak said. “He knew he could put his face on the shirts and make a ton of money overnight, but he wanted (MID) to stand on its own. It was never about turning the t-shirts into Kid Rock merch(andise). “
Dubak said they work to preserve MID's integrity so 20 years from now it will remain a cutting edge piece of Americana. “We increased the quality of the shirts, added new designs while promoting the older ones and got the t-shirts, hoodies, jackets and accessories into more stores,” he added.
Now, MID is ready to get louder about Rock’s ownership. Without forcing it on the public, MID is taking advantage of the mass marketing the Kid Rock brand affords … and it's tagging along. In celebration with his concerts this weekend, MID is sponsoring a stage outside of Comerica Park where local bands competed for a time slot.
“Between the shows and all the activities planned at Cheli’s and around the area, this weekend will rival the buzz of Opening Day," Dubak said. "We also will have a merch tent at Cheli’s. Availability (of the shirts) was always a problem in the past, but not anymore.”
The line is carried in more than 25 Michigan stores plus Chicago and California. Surprisingly, the clientele has remained the same for more than ten years. “People in their late 20s, 30s and 40s love it. Our goal now is to get the next generation wearing MID shirts. I remember in 2006, kids would walk up to our tent at Arts, Beats & Eats in Pontiac and say ‘Why would I want to wear a shirt that says 'Detroit?’ The younger generation has a different view of Detroit than my generation,” Dubak said.
Sponsoring a stage at Movement in 2009 re-enforced this. “We love the energy at that festival,” Dubak said. “After hanging out at Movement and spending time in the city, these kids see the art, culture and other good things Detroit has to offer. They see how great the city is and realize the shirts are cool too.” Kid Rock’s pride for the D is incomparable, which is why MID expands its presence here. Currently they are selling a limited edition t- shirt with the MID logo and “Wayne State” words to fund music scholarships and about $25,000 has already been raised. MID is also working with Paxahau and have bigger plans for next year's Movement festival, the tenth Anniversary. It's a perfect fit. | RDW
Wear Detroit: madeindetroit.com
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