Java.July.2016

I like art of all types. My favorite styles are symbols, lettering, pin striping or
anything from Old World cultures and esoteric, secret-society type stuff. There is a
lot of power in symbols and lettering. I’m a photographer myself, which helps with
the business, saving money on product shots.
How did you get started with Phoenician Clothing in 2001?
I wanted to do something that would represent the city I came from and
my community. I’ve always had pride for this city and the artists from here.
Representing for me went back to the ’80s, when I used to hear about B-Boy crews
and poppers from Phoenix battling L.A. and other cities—crews like TBM (Total
Body Movement), Paragon Poppers and PBS (Playboy Showtime).
I was able to see lots of battles at a place called Silver Fox. It was an arcade and
billiard on 35th Ave. and Van Buren, which was like the Radiotron of Phoenix for
me. Before shopping local was trendy, Phoenicians represented and showed their
pride through the arts, just like any other big city did and still does. Phoenix artists
are the true home team.
What mistakes have you made and changes have you seen
along the way?
I have made many mistakes, but always try to take them as a learning experience.
One of my biggest mistakes has been relying on people who do not have the same
vision as me. However, trying to do everything myself takes away from putting 100
percent into marketing and sales. Also, I can be very indecisive about concepts,
which will hold the site back from getting updated. One thing I have learned,
though, is to always stick with the identity of your brand, which I have done since
the start. Just like a musician, you want to expand your sound, but still be you. I like
designs that involve a Phoenix bird creatively or an accent of it. Phoenician Clothing
probably has the most diverse array of Phoenix birds in existence.
What does your day-to-day look like, and how does it start and
end? Both on a working day and on a relaxing day.
I usually get up at 6:30 a.m. to take my daughter, Mixzel, to school at around 7:45
when it’s school season. I then go get my iced green or black tea, except when
it’s too cold, then I’ll grab a regular coffee, no fancy stuff, just something local. I’ll
check some emails, peep out some world news and, of course, check my IG. Then
I will head to buy ink supplies and pick up some blank shirts. Afterwards I head to
the print shop and get ready to print any Phoenician orders or jobs that need to be
done for clients. I screen print for a living, so that keeps me busy for most of the
day. I try to get a little workout done at least three days a week to keep me feeling
good as I get older. I try to work smarter these days and minimize how much [time] I
spend at the shop and work on the other side gigs I get.
On a relaxing day, I like to spend time with my family and friends, do some photo
shoots or go check out some local shows. But work never really quits for me. I am
an entrepreneur at heart, so I’m always looking at other ventures. I spend a lot of
time researching and reading.
14 JAVA
MAGAZINE