Like every important thing, it took a lot of effort and resources, from concept to creation and marketing. We started the brand in late 1988 and painstakingly worked to create awareness for almost a decade with limited financial resources. It was not until early 2000 that we hit a tipping point with celebrities embracing the brand.  Subsequently we had the ability to invest more money into marketing and promotion which created a loyal fan-base.
We have been very fortunate with our red carpet fans who include
LL Cool J, Shaggy. Dr. Dre, LeBron James, Dwyane Wade, Angelina olie, Regina King, Ellen Degeneres  and Client Eastwood to mention but a few.