Dishonour Clothing is a BMX influenced clothing brand founded in 2006. Dishonour was started by James Wade, after briefly being involved in the operations of Covenant Distribution with Duane 'Cairns' Chase.
Background
editDishonour is a clothing company with its roots heavily entrenched in South Australian BMX, and is seen as a supporter of BMX around Australia
Dishonour runs 3-4 bmx competitions or jams per year, and supports up to 10 council run competitions with product and logistical support.
History
editDishonour initially started in 2006 with limited edition runs of t-shirts, often selling out a run within a month. Some runs of t-shirts would be accompanied by a long sleeve style t-shirt with the same design, often in different colours.
In 2007, the first Dishonour zip-up hooded sweatshirt was released in a run of 50. Further runs of zip-up hooded sweatshirts were made in 2008, with different designs used. These enjoyed similar success.
In 2008, the first Dishonour New Era Cap was released and sold out in under a month. The design was a simple and clean: a black cap with a cursive Dishonour logo embroidered in black. It was aptly titled 'Black on Black', with each cap being individually numbered from 1 to 50. Dishonour has plans to release further New Era caps in 2009
Business Model
editDishonour has employed a direct to customer sales model, with sales primarily being made throughout Australia. Sales were either facilitated through social network marketing or by word of both.
In late 2008, Dishonour began selling product through a small number of boutique-style BMX stores around Australia.
Team
editDishonour currently has a flow team consisting of Matthew 'Tenna' Spencer (NSW) and Dwayne Germain (SA).
Art Direction
editArt direction for Dishonour has remained in the hands of James Wade for the entirety of Dishonour's existed. He has stated that he has no plans to change this in the immediate future.