Gene should be made here I think. They started here. They're Northern California
San Francisco product based on the Gold Rush period. It's not to say you can't
make a quality blue gene somewhere else but there's just something about having
one from here. Yet somehow we're making more blue genes in the city than anybody
else. We're simultaneously a part of the city and ambassadors of the city and so
as that comes to be if you're making something be the best at it you know
making as best you can. We don't want to become the next based on company. We don't
make great product and sell to the best stores in the world period. The whole
thing about Sonostag is that prior to seven years ago we were a company that
distributed brands so this is really byproduct of what we really do. This is
our front face. We show what we do, how we do it and so on. We have games here.
This is our playground. We get quite a lot of people here that are much more knowledgeable than I am, I mean I'm nothing. I don't know. I've not been to the
Squared for Surface. There's like people who don't even have to teach me things. They're all the time.
T'Nudinim for us is a gathering of quality. Going back to the source, going back to
craftsmanship, going back to very simple techniques, all techniques to make a
functional product away from fashion. There was a term for T'Nudinim
becoming fashion and there was a big big demand for it and then you know we went
to project volumes we could produce so much more bigger bits of fabric and it
saved time. There's so many regrettable things in fashion that fashion magazines
talk about like they're pumping it and then a year later they're throwing in
the garbage can. You know to us the trend is quality and the trend is great
fabric and fit. The Japanese kind of adapted American denim in the 60s.
Although they kind of became the kings of denim, people tend to forget that it
all started in America you know. People spent like the last 50 years
getting comfortable with paying less. That was the attraction of taking
production overseas. There was a small group of well talented denim people from
the states that realized hey look guys it's all good what happens there in
Japan but this is our freaking product you know. When times get tough there's a
sense of circling wagons in the states and probably other countries as well
it's having a tough go to support your tribe and one way to do that is to
certainly think about what you're buying but then you actually have to buy what
that thought is all about you know but it still has to be quality not just buy
in the states because it's major. And I think that's what we lost touch with in
this country in a lot of ways was you know as we offshore more and more stuff
it's not just the brand or it's not just the retailer it's all of you that
supply the components to these businesses that make products. Telesyn has quality
as their most important focus point and they keep away from rocket science they
say look guys this is a very simple pair of jeans it's made by the heart it's
made in the USA made with the best denim fabric with the best available
accessories on there but it's just a pair of jeans. In my world I always want to
fabrics are made on the old shuttle looms and the narrow shuttle looms the
stronger the better wearing and I like paying homage to heritage and how it
used to be on the old day. What we can do to sort of show our allegiance to the
city and and do the city proud is by making a great product and with our name
on it we it's almost like corny or cliche but it's it's got our name on it and
we're very proud of that fact.
