Hay Babs,

I was talking to Shawn Mason from Exposure and I hear you wanna work with him

and needed a reference so I jumped at it. Its my pleasure to refer Shawn. Shawn's old

school like me and you; Been in this game a long time and really is the pioneer of

Urban Fashion events.

Before Phat Fashion, Rip the Runway and whatever goes on now, Shawn and his

Exposure team came up with The Urban Fashion Lounge. It was the first event of it's

kind and because it was a new concept and done so well, everyone who was anyone

got involved, including all the Fubu guys. Me, J and Keith were regulars. Along with

Mecca, Kani, etc, we showcased Fubu at The Urban Fashion Lounge and even

previewed the first Fubu ladies samples there. Every urban designer, model, writer,

stylist frequented the weekly event. We also hired Shawn and his team to get involved

with some of our own fashion events including shows at Magic and showroom events

for major buyers. Exposure also managed models that we used on a regular basis.

In more recent years Shawn worked with a company called Nexxt where he hired me

to design a womans outerwear collection through K.A.Kitties consulting firm.

I've never had any problems in the years I worked with him. Everything was always

more than satisfactory. I'm sure Shawn can handle whatever you throw his way.

He's an OG.

Holla if you have any questions!

Kiki

URBAN FASHION LOUNGE- HOTTEST

MODEL'S SHOWCASE IN TOWN

I

I TBOM NEWSLETTER

I I

The Urban Fashion Lounge, the Wednesday night weekly modeling and designer showcase at Manhattan's Blue Angel is undoubtedly the hottest place in town for those interested in displaying their talents to industry insiders and network among other up-and-coming fashion hopefuls.

Designers and models alike feature their skills in order to be "discovered", or to launch their careers. Models of varying experience get to work with each other and thereby move up a notch, on their way to what they hope to be a career in the exciting, lucrative but often very elusive field of fashion modeling.

On varying nights one

can spot top named fashion editors, agency directors, art

directors and photographers, al] there to hopefully "discover" the

next Tyra Banks, Naomi Campbell or Rhoshumba.

Interested models should bring their portfolios, comp cards or snapshots for review and have enough comps or laser copies to pass out to those that can help them on their way to

success. Comp cards and laser copies should be complete with Name, contqct number, agency if any, agency's number, height, measurements (bust, waist and hips for females, suit size for males).

Models often pick up assignments for fashion shows, photoshoots or just get contacts with those that can assist them in putting together their portfolios, develop their technique, learn the inside skinny on the business or otherwise hone their skills.

Just some of the "industry ready" models that were sited recently are Identities model Consuella, Zoii Models Teri John and Rea Omolade (from Nigeria) , freelancers Stacy-Ann Kelly (from the Cayman Islands), Michelle Small (former Jamaican Beauty Queen), former Miss Grenada Kelly Ann Ross and everyone's favorite Mykel.

BRITISH MODEL DIANA DAHLIA LAUNCHES NEW BOOK "MODELS and SUPERMODELS " AT FASHION CAFE.

Former London model,

now turned TV producer Diana

Dahlia, . was in New York

recently to launch her new book, soon to be available here, "Models and Supermodels­ Have You Got What It Takes to

Be a Successful Model?" , (B.T. Batsford Publications). Diana,

who hails from St. Kitts, produces Planet Fashion (Sky

One TV), Get It On (BBC) and

Cool Factor (BBC). The former . runway and commercial model

and Fashion/Beau ty Editor for

the U.K.'S Melting Pot Magazine, Black Briton

Newspaper and U.S. publications Hairsense and

Shoptalk, may be familiar to some who track the European

and U.S. scenes as the face on the Dorum Products, Sheernoir

Hosiery, Black Radiance and

Bovanti Cosmetics ads.

The book is full of informative tips that work on both continents.

Fashion industry movers and shakers form N.Y.,

Philadelphia and Washington, D.C. came out to greet Diana at her book signing at New York's

famed Fashion Cafe.

To whom it may concern,

As "Design Director for “Europecraft" who was the sole licensee for Perry Ellis, Perry

Ellis America and Members Only for 5 years specializing in outerwear and active

sportswear, I had the pleasure of working with Shawn Mason and Everett Roberts of

Xposure Image Group. I found Xposure Image Group to be a one stop shop for a

multitude of services that included, model casting, photography, mounting, video and

in house fashion shows for our national sales staff.

Mr. Mason, as well as his partner Everett Roberts, is ambitious and tenacious,

determined to be the best at whatever task was put before him. When they set out

to do something, it got done. Both men are personable and easy going given their

busy schedule. Relaxed and confident, they made everything look very easy; when

I am sure it must have involved a great deal of hard Work and self- discipline.

The two things I appreciate most about Xposure Image Group are that the company

is goal oriented and responsible. Both partners seem to know choices have

consequences and they apparently lives by a code of ethics which leads them to

respect others they work with.

I also utilized their services for projects with SoHo Shoes, Hope and Zone Leather

outerwear.

I found Xposure Image Group to be resourceful, versatile, creative and dependable.

If you require any additional information feel free to contact me. I can be reached

during normal business hours at

212 244 8886.

Best Regards,

Steven Cutting

Design Director

M.A.X

50 West 34th Street suite 25B1

New York, NY 10018

Tel: 212 244 8886

Email: steven.cutting@verizon.net

Fubu's Joseph a Well-Traveled Designer

By Shawn Mason

Nov.9, 2000

In order to stay atop the urban fashi:on industry, a company must have one foot grounded in the present

while the other glides toward the future. The success of a company relies on the vision of its principals and

the freedom of their creativity.

Bobby Joseph is one such principal. He has been in the urban fashion industry since it's infancy and has

designed apparel for numerous urban fashion houses i·ncluding Mecca, Enycee, Reebok, And 1 and Fila.

Currently, Joseph is design director for industry icon Fubu.

Bobby realized tlnat fashion was his calling after spending a week with Karl Kani in Los Angeles eight years

ago.

"At the time, young black males weren't represented in fashion in any capacity," says Joseph. For him, Karl

Kani represented a new vision,. a unique twist on an industry that was as accessible to young black males as

a lunch counter inthe Jim Crow South. Though his relationship with Karl Kani never materialized past that

meeting, he moved on to leave his stamp on urban fashion.

After attending San Diego State for Art and Design, Joseph held design positions for a number of

companies. At Mecca, he was primarily a designeir but was involved in every aspect of the business from

sketches to marketing. He freelanced at Reebok but was responsible·for creating the lines for endorsees

Shaquille O' Neal and Allen Iverson, as well as the Above the Rim and the Reebok Men's brands. At Enyce,

Joseph primarily created t-shirts, but at And 1 he was responsible for the entire twenty- to thirty-piece line.

In 1995, Joseph met J.Alexander Martin, one of Fubu's principals and began freelance designing for them.

From that time until 1998, he independently worked for Fubu and other designers while sharpening skills

that would event,ually lead him to a full-time position in charge of half of Fubu's design team. Damon John,

CEO of Fubu, is still very active in Fubu's design creation and maintains the other half o1f the team.

According to Joseph, his aspirations will eventually lead to his own company but the time isn't quite right.

"The industry is very saturated right now and that the newest hook is this rapper thing," maintains Joseph.

"These [new] guys are coming to the table with the same formula established by Fubu, but soon realize that

the urban consumer requires serious marketing."

With each fashion season comes many fad colors, Joseph keeps Fubu groundled ir:t black and blue color

stories.

"A menswear line can't deviate too far from these basic colors," he claims. "[You can add color] ,but this is

your foundation." Come spring of 2001, Fubu will offer an autumn feeling palette featuring earth tones and

oranges.

t-1R R l<.ET il'-J G

TheArtOfTheSale Commissioning artwork is the newest way to promote your line

Selling to Generation Y is all about making a personal connection.One way to do this is through

music, a collaboration thc1t hc1s proven very successfulfor desi ners such as Tommy Hilfiger. But in

the quest to stay fresh, labels are turning to visual artists to helpthem hawk their wares."Big

brands are getting the fact that trendsetters want to invest in fashion as if it were art.one-of-a-k nd.

high-value pieces," explains Maria Vrachnos of the L Report, the California-based teen trend repcrt.

By working with artists while they're still reatively underground, clothinglabels can pick up some of

their street credibility.For example, Maharishi founder Hardy Blechman has cemented his brand's

hip reputation through his relationship with artists such as Ro Starr,whose work he translates into

the intricate embroideries that have become thelabel's signature. San Francisco-based Yum Popis

developing aline of screenprinted T-shirts in conjunction

with local artists that are lmited edition, and hand num­

bered.The hangtag on each shirt contains a bio of the fea­

tured artist. Other companies that are seeking connections

willIvisual a11istsinclude Levi's, Stussy ond Spring Cort,

which have approached Ro Starr, and Adidas, which

recently commissioned a billboard from muralpainter WK

TheVirtual d Spokesmo eI Fashion lines team up with video games to

take product placement to new dimensions

It's become pretty common to see corporate logos on

the virtual streets of your favorite video game.Alison

Ross, marketing director for EA Sports, reports that

companies such as General Mills, Pepsi, Pillsbury,

Nabisco, McDonald's and others have their logos

prominently placed in various games. Left: Wearable pop art by Yum

Pop and artist

Mari-Chan. Bottom: WK

lnteract's street art

Interact. ''The new generation is extremely

fast and demanding," says WK. "Big com­

panies are afraid-they must be aware of

the streets, so they use new talent to

remainon their toes. -Rachel Ayala •

According to Ross, "as organizations realize the

amount of time 18 to 35-year-old males spend play­

ing video games, d how [seeing their logos in them]

creates impressions and ultimately arlrli:; authenticity

and value to their brand based on this association,"

they're eager to develop the initial concept beyond

basic logo placement. Ecko Unlimited, for example,

entered into a partnership with EA Sports to collabo­

rate on the Madden NFL 2001 game. "Ecko has spe­

cial teams hidden in th!:) game," explains Ross. "In

exchange, Ecko helped market our product through

their apparel hangtags...

The latest fashion company to enter the video arena

is Mecca USA, which has teamed up with EA Sports to

put a Mecca-clad character in a popular boxing video

game,Knockout Kings 2001. The character's nameis

Ashy Knucks (a reference to his dry, battered knuck­

les), and he sports multipletattoos and cornrows, style

references that reflect the sensibilities of athletes such

as Randy Moss and Allen Iverson. Knucks wears

Mecca USA boxing trunks and returns to a Mecca­

imprinted corner between rounds.Consumers can buy

replicas of his shorts as well as Ashy Knucks T-shirts

and a limited edition denimjacket.

"We tried to do more than just slap our logo in a

game. We actually developed a character,gave him a

name, a face and a history," says Dao-Yi Chow,

Mecca USA's marketing director. "The same con­

sumerthat is wearing Mecca USA is playing Knockout

Kings, so it made perfect sense for us to do some­

thing that tied the two together." -Shawn Mason •

> NEWS FLASH For Polaroid,TODD OLDHAM developed a line of i-Zone camera-inspired fashions to be sold in his department store T02 shops. Styles

include tees and shoes with clear,photo-displaying pockets...The term "viral marketing" is as catchy in brand circles as the common cold, but LEE JEANS spread

something truly contagious. Authentic, amateur-looking homepages created forits goofy ad characters are getting passed peer to peer by Web surfers seeking cheap

laughs. Teens,weaned on make-fun-of-Mullet sites, stumbled onto the sites and e-mai ed the URLs of white trash car racer Curry and uni-browed DJ SuperGreg to

their friends, unaware that they were corporately created...Teens hooked on phonics and sneaks areloving NIKE's "Boing" commercial,where silhouettes of hip Xers

sound out the word ("Buh-oing. Boing!")in an odelo '70s educational program The Electric Company... -Becky Ebencamp

,,."':IC! .........,.,... ... ,.., ,.- • .., 10.,...-c n"•l'ITlnl\lft.1 r:.F=A n1

EckoEcko Introduces Marvel Comic Line

By Shawn Mason <mailto:impact247daily@vanguarde .com>

Ecko Unlimited has entered into a multi-year agreement with Marvel Comics to

produce a line of active wear based on Marvel's recognizable characters,

trademarks, logos and insignias. The first collection will be available this

fall. The design house unveiled its first line of comic book character-based

apparel during the Council of Fashion Designers of America 's (CDFA) Seventh

on Sixth affair this past winter . However, with Marvel Comics' X-Men movie

burning up theater screens across the U.S., the timing for the collection

couldn't be better.

"Our consumer has grown up reading Marvel comics and watching many of its

characters come to life on television," says Mark Ecko, president of Ecko

Unlimited. "The line will feature popular Marvel characters such as the

Silver Surfer, the Fantastic Four, Blade and everyone's newest favorite, the

X-Men 's Wolverine ."

The items available this fall include denim pieces, long and short sleeve

T-shirts and conversational print wovens all in bright primary colors.

Other clothing lines - like Fubu's Millennium collection, which features

Bill Cosby's Fat Albert characters -- have dabbled in cartoon licenses

before. However, with its new deal, Ecko has gained not only over 4,700

comic book characters, but also will reap piggyback benefits from Marvel's

movie and video releases.

Ecko, a $200 mil lion corporation, has entered into similar licensing

agreements with the NFL and Playboy Enterprises. The clothing company plans

to widen its target market to become the most culturally relevant design

house of the new millennium.

Back to Top

Mary J.. Blige Talks About Her Style

By Shawn Mason

Nov. 21, 2000

·· As the worlds of musk and fashion intertwine,artist like Mary J. Blige have reinvented

their style whi e gaining endorsements and rave reviews.

MafY J. Blige has transformed her style over the years, changes her management insists aren't metamorphic at :1l,..,.jUsUne naturalprogr:essron of a·ti-end-setting fashion k;on.But no one c:_;an deny, she's not the plaid .

skirt, Ti, berland-bootlad ghetto princess.that burst-on the scene ten years ago.

"Mary's style change iis not SRiri1ualnor metamorphic," says B.lige's manager Kirk Burrowes.. "Mc!rY is

c.onstantJy evolving and has been a trendsetter since her.emergence· onthe music scene. From her Catholicstyled plaid skirt and Timberland boots on "Real Love" to the platinum blonde of ''My Love" to the current Farrah-Fawcett-sty.le hair flip and retro sunglasses Maryis the epitome of fashion."

BHge. thinks that the hoopla over h r personalstyle and slimm d down flgure.'i greatly overrated.

••rmjust being me," says Blige."I'llwake up and dress how Ifeel for thTe day.It may be sexy; comfortable or I rriay wand6 put on a nice dress.'' · · · ··

-Bfig11Hrequents variou runway showslike Verqace to add to her own style.BHge be!i wes tl1at somet.irr'.l_es.

she has more···oppqrtnities to.view fa ·sions than some styl st evr hve. · ·

"I ,go to Milan and Paris more than most stylists," says Blige ... "Some of them have never been outside of the cot,mtry."

·a1ge_entered the R&B,arena. without the Diana Ross glamour that most R&B artist adorned. Burrowes clam:ms thafBlige was 'heavily criticized for her urban sensibilities." ·

He explains that her early handlers wc;;1nted Jt:o make her into Patti.Lal;:> lle..-But Mary hetpeo to change the focus of the· industry. She brought a tomboyish stride that became easier to digest as hip hop emerged .and was accepted_ She was a star wearing combat boots and drinking forties, but now she has endorsements that include MAC cosmetics, Dolce and Gabbana along with Varcity Urbanwe·ar.

Dolce & Gabbana executives met Mary aring one of their runyvc;1,y hows and was so taken back by her they became wardrobe sponsors for the recently completed Mary Tour.Btige's entire on stage wardrobe was comprised of D&G designs. ·

"lt just took awhile for [ma.instream America] to catch up to her," says Burrowes. ''The ·style changes were harnessed and pr:esented to the public,so now the public sees her more.for who sheis rather thanwhat they thou:ght she was."

Blige's stylist Rohn Padmoreis responsible for presenting Mary wrth ensemble id'eas for her concerts,videos and public appearances.Padmore describes himself as the liaison between Mary .and the fashionindustry.

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sl1owcnsr.d in up rnning IJ o!ll displnys. ConlAc t: Randi Sclirnldt

213. 29.or.45; Booth: [70222, 70224

Modrobes

Take two parts street style and add a twist of lounge attitude and there you have Modrobes, the

hot label hailing from Toronto. Founded by Steven Saldebus and available at specialty boutiques

throughout Canada, the unisex line offers drawstring pants and wide-leg bottoms as well as knits

and tees. Its anticipated top seller for fall: a cotton/poly surgical-style pant (cost: between $10

and $14). Contact: Sara Graham 4i6.595.9995; Booth: E70502, 70500

Score the inside scoop on MAGIC and The Edge's must-see first-timers

mhi

When creating his new diffusion line,

mhi, Maharishi founder Hardy

Blechman not only looked to popular

underground street art for inspiration,

but he also integrated it into his fash-

ion pieces. Teaming up with various

artists, including New York graffiti

master Futura, the junior sportswear

offering features guest-designed tees,

track pants and hoodies accented

with graphics and embroidery. Prices

start at $20. Contact: Poly King

44.207.749 .2290; Booth 03723

AceRossStudios

Offering three juniors' and tween divisions including

basics, fashion and sleepwear, Ace Ross Studios

debuts with a bang. Look for halters, V-necks, and

knee-length skirts in Microfiber Tactel and stretch poplin

in addition to denim hip-huggers and cotton baseball

tees and tanks (prices range from $4 and $29). The

company plans to promote its moderately priced lines

via trade and consumer print ads. Contact: Sherwin

"Ace" Ross 323.655.5554; Booth: 50730

> NEWS FLASH VARCITY will introduce a group of tech-inspired pieces, enabling consumers to carry technology such as CD players, PDAs, two-way pagers and

mobile phones ... SPIEWAK is showing a jacket that packs into a self·contained cube... MEOSHE premieres its line of collegiate-style sportswear ... WALTER DAVOUCCI will

launch Redefined Luxury, featuring denim pieces with leather and fur treatments ... British BEN SHERMAN is updating its image with a slick, new trade show booth and hang·

tag program... SUBURBAN has signed a new license with nZania . A new booth, inspired by Northern California modernist architect Eichler, will enhance the urban/suburb an

vibe of the line...Young men's brand RP55 is changing its name. The new label, REYNOLDS and PERRY, will emphasize its new, upscale image... -Shawn Mason

032 SPOR TSWEAR INTERNATIONAL FEB. 01

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School of Hard Knocks: Urban Fashion's Best Kept Secret

By Shawn Mason

Jan.25,2001

Gerard Murray erected the School of Hard Knocks flagship store on the Corona-, Queens site that housed his father's twenty-seven-year­ old leather crafting business. The store was the product of two generations of hard work, culminating in a multi-million doJlar

business powered by the belief that the American dream is alive and well.

In 1994,. when North Carolina, Michigan and Georgetown football jerseys were the "flava" of the moment, Murray, who hadn't finished college, was searching for a way to represent the fad without being phony. Tile result was the School of Hard Knocks. The original "Borough" tee shirt speJled Queens in bubble script above the number seven.

The "seven" represented the seven train that runs through the neighborhood where store, stilJ called Von's after the elder Murray, was located.

In 1995, the tee's caught on outside of Queens and Murray began selling them "...alongside Nappy, PNB, 555 soul and FUBU on tables on 125th Street" ln Harlem.

School of Hard Knocks tee shirts now boast all boroughs and most major U.S. cities.

Murray,end his street team boarded a plane to Las Vegas for the Magic Show in 1997. Armed with eight tee's and coordinating caps, they returned with $200,000.00 in orders. The following year,

V,incent Nesi, the man behind Bugle Boy Jeans, enters into a l.icensing agreement with them that

eventually put School of Hard Knocks into 800 specialty and chain stores in the U.S. and Europe­ all within four months.

"Vincent Nesi treated me with respect. He understood what Iwas trying to build," says Murray. "Our brand isn't just a name, it's an image that we [cult1ivated]."

Murray feels that his company " s urban fashion's best kept secret."

"We'rejust having fun with this. We've been studying and waiting and now our time has come.

Each season we are introducing new things. We needed to move at our own pace."

School of Hard Knocks captured the "Best Booth" Award during the Sept,ember 1999 MAGIC Show

and Convention in Las Vegas. According to Murray "Schoolof Hard Knocks grossed 15 million

dollars,and antic.ipates a 100 percent increase in 2001 with an expanded product line and a

broadenina demooraoflic. The line now incoroorate-s both "busv and subdued oieces." like button

. ..;.- ) ·- ·--···1

''H

so hectic that she

time to keep her

appointments with her favorite styl­

ists, relying instead on the teams of

professionals used to polish a n star's image. But normally, As anti

gets a shampoo and set that she has

wrapped into a doobie.

roduct fi .s· She prefers Paul

Mitchell products, Luster's Pink Oil

Sheen and "this new stuff called

Glass Drops" to control flyaway

strands. She keeps her edges "in

check" with Hot Oil Six.

c cing It·She's discovered the Mario

Badesdu line and says it's "rea y

good," recommending the cleans ,

toner and makeup remover. "I mu

always,always have Bonnie Bell an

I like M.A.C. products a lot." He

favorite M.A.C. lip tickers are the

Nude Lip Gloss and Liquid Glass.

,,

By Shawn Mason

r "No matter how tough

things get, never let anyone or any­

thing discourage you from what you

have in your heart. As long as you

have God in you ,it'll happen for

you in due time."

earing myself on the

radio is unreal, almost

overwhelming," says

R&B newcomer Ashanti. But pinching

herself can get pretty painful given

the number of times "Always On

Time" by Ja Rule (Murder lnc./Def

Jam)featuring Ashanti, is played. The

single, which ruled Billboard's #1

spot has taken this beautiful young

songstress around the world and into

our cars, homes and portable music

players.

Ashanti 's initiation into the world of

music began the week after her high

school graduation. Having signed

with Noontime/Epic Records during

her senior year, this Long Island, NY

native was on a plane and living in

Atlanta before the ink on her diploma

was dry. She began working with

stars like Jagged Edge and Ginuwine.

"That experience was a great charac­

ter builder," says Ashanti.. "Iwas 18,

no Mommy, no Daddy, no friends.

Everything that happened, Ijust had

to experience."

The Noontime episode was short

lived. She got out of her contract and

moved back home, continuing her

career under the management team

of her mother, Tina Douglas, and

Linda Berk. Their dogged determina­

tion and resourcefulness created a

buzz that soon had many record

labels interested in signing her. Irv

Gatti, head man and deal-maker of

Murder Inc. was impressed with her

talent and put her to work. It's

Ashanti's voice on Big Pun's farewell

hit How We Roll. Not long after came

the soundtrack for The Fast and The

Furious, on which she performed

three songs.. Then the big break,

Always On Time.

Now signed with Def Jam, her first

single Foolish knew regular rotation

on New York radio and her collabora­

tion with Fat Joe also got significant

airtime.In addition to her contempo­

rary voice, Ashanti is a talented writer

who co-wrote the Jennifer Lopez and

Ja Rule hit Ain't It Funny. Choosing a

favorite between writing and per­

forming is ike asking her to

"...choose between living and breath­

ing."

Keep your eyes on this comet

because Ashanti is definitely a shoot­

ing star!

59

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M.A.C. Pro Team: Nadine Luke

By Shawn Maso11

Jan.23,2001

Make up Arts Cosmetics, known to mall rats and glitteratl alike as M.A.C., prowls the front lines of fashion with an assemblage of professionals called the M.A.C.Pro Team..

'They are a team of make-up artist who represent M.A.C. as a brandin the

media, at retail events, media events and at M.A.C. locations," says Diane Bainbridge, M.A.C. Marketing Director..

A leader in this group is M.A.C. lifer, Nadine Luk

e.

Luke, a Jamaican born Toronto resident, was working as a bank teller when her bohemian sense of

style became a litt e too much for her employers to bear.. Her shaved head and subsequent

dreadlocks prompted the bank to come to an agreement with her that would send her on her way.

Armed with a compensation package, Luke made her way to Yorkdale Mall in Toronto. Whi e meandering through the mall, Luke approached a M.A.C. make-up counter, which was the first free-standing M.A.C. outlet. She inquired about a job and the rest is history.

Luke, a very modest type, claims that she is not the average management material.

"Ican get things done and can get people to do things for me," says Luke. "A lot of artist aren't rightlleft brained. M.A.C.. gave me the opportunity to develop my strong points."

"Nadine is special because of her talent,determination and experience," says Ba nbridge.

Nadine's modesty makes jt difficult to determine her self worth. She speaks very nonchalantly of her career and underplays her importance in the cosmeticsindustry.

Luke states:"Iwas in the right place at the right time."

It seems more like destiny.

After managing in the Bay Department Store in Toronto, she moved into the Artist Training

Department, relocated to Chicago and managed the training of M.A.C. artists for five states.