A few months back the Javelin partners made a move—and some noise—by taking a stake in TRIM, the up and coming high-end fashion line. For us it was a business decision mixed with passion. We wanted to feel the rush of having a voice in developing a brand – and we wanted to indulge our need for a fashion fix. To date, the ride has been far better than imagined.  As experiential marketers, we are now getting to live a new experience…the full throttle fashion industry.

Recently the brand was picked up in Los Angeles by GLORY, arguably one of the hottest retailers on the planet, where Brad Pitt, George Clooney and a host of other A-listers shop regularly. As if that weren’t heady enough we’re also feeling the love from other trendy locals, a few hot bands like Ha Ha Tonka and Kings of Leon, and the righteous endorsement of Richard Rawlings—the sine qua non of road rally racing. He just digs us.

The global online retail store was launched on the website this week, so check out the merch and then stop by the blog to soak up some of the culture that fuels the heart and soul of the brand. Other ongoing developments, including appearances at Fashion Weeks around the country, will be featured here and on the TRIM blog.

Javelin is now at the vortex of the young brand experience. It is we who are taking the ride, not giving it, and it is grand. The learning and passion that comes from working with the line is energizing our staff, the press, and – best of all – our clients. There is another dimension to our story now, and new bona fides to add to the existing arsenal. In short, we’re loving the return on our investment to date and look forward to sharing the experience with you.

Long ago, the Black Eyed Peas won my heart with their clever lyrics, syncopation, and an eagerness to embrace the beauty in many different cultures.  There’s something completely enviable about will.i.am’s mad talent as a producer and writer, but every member of the group has something unique to bring to the table.  No doubt about it, I have a creative crush on the Peas.  When little Stacey Ferguson came along — recovering meth addict, predictably adorable bouncy blonde, a willingness to sing sometimes asinine lines (“My Humps”, anyone?) — I was fully prepared to declare that BEP had jumped the shark…but she made them even better.

Black Eyed Peas

I was floored.  How could this be?  I wasn’t the only one who noticed; after Fergie joined the Peas, sales skyrocketed.  Was it the silly playfulness?  The “babe factor”?   The addition of a female voice and perspective into what could sometimes be an overly man-centric product?  I don’t know, but I liked it.

Quite recently two new specimens of fabulousness joined the Javelin team:  Jon Maurice, executive creative director, and Meredith Goette, fellow new biz whiz.  Of course I love having simpatico colleagues, but it goes way beyond that.  Ladies and gents, Jon and Meredith are our Fergie.  Sure, they don’t require costume changes every ten minutes or have groupies plying them with baubles and bawdiness (as far as we know, ahem…), but they do bring the same kind of Fergalicious magic that makes something great even better.

Come to think of it, Jon and Fergie have another thing in common:  they both rock the threads.  When he’s not producing killer creative for our clients, Jon designs a sizzling line of lifestyle clothing inspired by all-American hot rods: www.trimindustries.com.  There will be more to come on that exciting venture in the future, but for now, have a look at what I’ve been drooling over:  a custom belt buckle made from vintage automotive ornaments.  Not only is it hot, it’s got a story to tell…and isn’t that what experiential is all about?

TRIM - V8 Buckle