QUIRKY COMMUTE: Talk about spinning your wheels.
Paul Frank Industries Inc., based in Costa Mesa, Calif., has given new meaning to the phrase.
It’s not unusual for employees to ride their company-branded bicycles to work. But imagine more than 130 of them cycling to set a Guinness world record for the longest single-file line of riders to travel 2 miles. That’s just what almost all of Paul Frank’s staff did on Dec. 22. They rode the orange and pink bikes they received as Christmas presents from Ryan Heuser and John Oswald, co-founders of the privately held lifestyle company best known for the smiling monkey mascot Julius on its T-shirts and accessories.
Escorted by police on motorcycles, the Paul Frank posse started at the local police headquarters and rode in a tightly grouped line for 2 miles until they reached a park where they replenished themselves with a catered breakfast of eggs, bacon and pancakes.
Heuser and Oswald chose to ride in the middle of the pack to show that they, too, were team players. All the riders donned T-shirts bearing the smiling mug of Julius. Also participating in the ride were Jeff Yokoyama, the company’s design director, and the firm’s five vice presidents. Paul Frank said that by the end of this month it should learn whether the effort made the cut for the next edition of the Guinness Book of Records.
“It’s a perfect example of the unity and cooperation and teamwork [needed] to be a successful company as we turn nine in January,” Heuser said.
– Khanh T.L. Tran
UP FROM DOWN UNDER: Seven Australian clothing labels will invade Los Angeles this month as part of G’Day LA, a weeklong promotion started in 2003 to spotlight fashion, film and other cultural offerings from Down Under. To help the designers win over stylists, journalists and retail buyers, IMG Fashion Asia Pacific, which also produces Mercedes Australian Fashion Week in Sydney and Melbourne, will co-manage a fashion show and cocktail party on Jan. 18 at the Hollywood Palladium nightclub.
The looks on display will range from Wheels & Dollbaby’s rock ‘n’ roll tops and Toni Maticevski’s long pleated dresses to Aurelio Costarella’s Edwardian-inspired jackets and Gail Sorronda’s draping dresses with revealing cutouts. Other participating labels are White Suede, Dogstar and It Girl. After the fashion show, the collections will be on view at the showroom Love Studio in downtown Los Angeles.