HEL MANEY

APN (a public nuisance) is a clothing brand which encompasses the mantra of not taking life too seriously, and taking time to enjoy the moments which life brings.
APN is SPRAY all, SKATE all, SURF all. Developed over 4 years, the brand is in its acceleration stage for capital investment.

The increasing growth of both the creative output via street art and action sports give the brand favourable opportunity to become a leader through the brand story in the UK market to position with a foothold internationally.

The story and heritage of APN was born out of an interview of Craig Stecyk III (photographer and original co-founder of Jeff Ho Surfboards and Zephyr Productions), where it was said that his – and the style of skating and graffiti at the time – was considered a 'low rent public nuisance', on a par with fly-tipping.

The brand is influenced by the emerging cultures of SPRAY.SKATE.SURF of the 60's & 70's, where (for example) APN longboard-skateboards are a nod to Tom Sims of the famous 'Sims' brand, who started carving water skis into longboards in California in the 70's.

In the year June 2014 to June 2015, the investment has primarily been in consolidation in the creative and brand strategy and key line products that have a cultural reference to the 'three all's'.

Brand credibility is established where this enabled us to promote our fashion story to employ agencies with specific disciplines in product placement/communication & sales, this has been achieved.

Mintel reports the mens wear market, in particular Street wear and the action sports sectors will increase by 27% from 2015 - 2018. Sports retail has experienced a resurgence with an increase in independent single category outlets from the emergence of the sports footwear market.

Further investment will secure

1. Broadening product range to build greater awareness for both on and off line communication.

2. Availability of the product range across established independent and national retail.

3. Recruit 3 teams that embody and therefore promote the lifestyles and culture of APN SPRAY.SKATE.SURF

4. Studio & Warehousing

5. Development of philanthropic strategy through the 'Artist Program Network 27'

6. Own brand retail combining the 'three all' lifestyle experience


The Team

Rupert Leigh 20 years experience in strategy and brand development, creating brands for Channelfly Group (MAMA), Levi Strauss, Virgin Mobile, Hard Rock Café and Coors Brewers.
(Adaptability, Maximiser, Activator, Futuristic, Belief)

James Namie-Akbar 10 Years of experience working as an in-house graphic designer for various fashion brands, 4 years at Diesel. He has freelanced in-house at a variety of other labels such as Berties, Pied a Terre, Dune, Oasis & 55 DSL. Additionally he has developed and branded for numerous companies; Vilvin Sabu, Utopi, Hit the Roof, BarSpirit, and Sicnote.
(WOO, Positivity, strategic, individualization, developer)

Rupert Walton - Studied art at Hastings for 3 years before leaving and deciding he could teach himself more in the real world. Produce artwork for Creative Review, Wallpaper Magazine and more. Following in his RA fathers footsteps and transferring his artistic background to woodwork then went in to designing and building furniture and trade displays for Folk, The Conran Shop, Habitat, Katie Hillier and Latitude Festival.
(Ideation, adaptability, positivity, strategic, input)

Non-Exec Directors:
Scott Morrison - 20 years of experience building award winning teams, brand building creative and commercial growth with Diesel, Levi's, Nike, Saatchi & Saatchi, Wieden and Kennedy, P&G and Activision. He uses this to accelerate outstanding business performance with his clients.
(Strategic, Futuristic, Relator, Intellection, Learner)

Dean Ricketts – over 26 years experience in marketing and brand development, predominantly within the apparel industry.

Outsoruced Agents:
Sales & distribution agents
KipperedUK – Streetwear fashion agency, which cover the UK and have a network of agents and distributers throughout Europe. They represent and have started to work with brands from their inception and at their acceleration stages.

Communication & PR:
HaddonPR - This Company was set up in order to offer a bespoke service to fashion companies in order to increase brand awareness.

Quite Culture – Social media and marketing agency

For most effective brand exposure we have been approached directly in particular for international magazines 'Wired' and 'GQ'.

Further investment in communications has been through agency Haddonpr who approached the business and from February 2015 has made significant gains in national exposure both in printed and online media. They implemented a product placement program that has increased awareness amongst followers of celebrity's who have chosen specifically to wear APN branded apparel over other brands within their portfolio.