The Daily Aztec

Issue date: 5/15/06 Section: Tempo

Pacific Beach-based brand attracts bands such as Slipknot and Disturbed. Denise Pollard / Staff Photographer

Although bands and music artists such as Slipknot, Danzig, Jerry Cantrell, Tommy Lee, Dave Navarro, Kid Rock, Disturbed, Damageplan and the late "Dimebag" Darrell Abbott have been seen sporting the logo of Pacific Beach-based Dirtbag Clothing, few people know the story behind the label name.

Dirtbag Clothing's owner and creator John Alves and business partner Doug Canning, whose clothing line was picked up in April to be carried nationally in Spencer's stores, started Dirtbag Clothing out of a San Francisco apartment with a few T-shirts, hats and dozens of business cards from Kinko's 11 years ago.

"When you're broke, you find a lot of ways to market your goods," Alves said, who opened his Pacific Beach shop in August of 2004. "We're still poor, but we're keeping our dream alive."

Now with their clothing line being carried at Spencer's, Alves said the public gets to decide if they like it, which can make or break their business.

"It's like your kid; you take it personal," Alves said, who quit his job as a cameraman to pursue Dirtbag full time in 2000. "You could fall flat on your face tomorrow, but you got to try."

Alves said he, Canning and their other business associate, Doug Whitsitt, are fortunate because a lot of bands like the Dirtbag Clothing design and concept. Many bands such as Slipknot and Damageplan have worn the shirts because they want to, even though Alves couldn't afford the thousands of dollars or more that most business owners pay to get their product used by big names.

Alves said a lot of the business deals turn into handshakes and friendly contacts. He said what's important is that people on either side of the deals try to help other out.

Dirtbag Clothing's managers were even approached by "Dimebag" to work on a clothing line he wanted to start called Hardware Apparel before his death in 2004. Alves said "Dimebag," who knew them personally, still wanted to ask for advice and work with them even though Dirtbag was still struggling itself. Alves said "Dimebag" told Alves that they would all rise up together. "Dimebag's" project was later taken over by his family after his death, and Dirtbag is no longer working with them.

Alves said he and his partners do not mind a slow rise in business because they aren't looking to get rich or lucky overnight. He said they want to build a steady foundation.

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