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Mitchell
and Ness
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Mitchell and Ness
Mitchell
and Ness – Throwback Jerseys for the Nostalgia Crowd
Mitchell
and Ness Nostalgia Company is a clothing company specializing in
authentic replica throwback jerseys for all four major
professional sports. It
was just by accident that Mitchell and Ness became a leader in
urban fashion. Their
throwback jerseys are some of the most sought after clothing for
the rap, hip-hop, and athlete crowds.
Mitchell
and Ness was started in 1985 by Peter Capolino.
He is not the hip sports promoter you might think, but a
58 year old man with a passion for sports jerseys.
He began producing retro jerseys after finding 12,000
yards of wool flannel in a warehouse.
The wool flannel is the material used to make
professional baseball jerseys prior to 1970.
Capolino
envisioned a line of throwback jerseys bearing the names and
numbers of past baseball greats.
He marketed his throwback jerseys to middle-aged white
males who were trying to recapture their youth.
The strategy worked -- the jerseys sold well.
Rueben
Harley is a name that Capolino will never forget.
Harley approached him in 2001 with a proposition to
market the throwback jerseys to the hip-hop world.
Capolino was doubtful about opening Mitchell and Ness up
to this new market, but gave Harley a chance to prove himself.
Harley
took jerseys to New York where he started a grass roots
marketing campaign. He
visited recording studios, record companies, and any hip party
that he could find with jerseys in hand.
The
big break came for Mitchell and Ness when Sean “P. Diddy”
Combs hosted the American Music Awards.
P. Diddy wore a throwback Phillies jacket, a Hank Aaron
jersey, and other clothing from the Mitchell and Ness line.
The
rest is history!
Mitchell
and Ness has grown from annual sales of $2 million in 1999 to
over $25 million in 2002.
The
retro and throwback craze is still strong and the titans of the
sports clothing industry, Nike and Reebok, have entered the
market with their own throwback lines.
This
is quite a tribute to the small company that started the
throwback craze.
For more information on
Mitchell and Ness throwback jerseys, or to choose from a variety of related products, choose from the following:
[Throwback
Jerseys]
February
7, 2005 |
