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participant at the Ski Industries America trade show in Las Vegas, March 1-5. For more information about the show, contact Mary Jo Tarallo at SIA, 703-556-9020/

 BLACKSPOON SNOWBOARD APPAREL EXPANDS IMAGERY, SYMBOLISM
 WHITEFISH, Mont., Feb. 26 /PRNewswire/ -- A couple of years ago when Josh Joseph was visiting the Central Asian republic of Tajikistan, he was given a black wooden spoon as a token of hospitality.
 So when he was searching for a name for his snowboarder-wear clothing company, Blackspoon seemed a logical choice.
 Last spring, Josh began designing logos for t-shirts and hats, which were big sellers at local sport shops. This year he has expanded his line, now consisting of 16 different products. Targeting the snowboarder/skateboarder crowd, Joseph feels that he's found a solid market and has begun manufacturing "utility oriented" industrial wear. With the advent of "grunge," an eclectic style of hard rock music and funky fashion, Joseph sees a whole new kind of fashion-conscious individual. The blue collar grunge look incorporates the working class garb, and in essence to reestablish a sense of proletariat pride, he says.
 "These clothes are dedicated to people who punch a clock," asserts Joseph. Many of his ideas stem from '60s and '70s television sitcoms.
 Joseph's marketing strategy relies heavily on the use of imagery and symbolism. On a new logo he uses the classic green and yellow of John Deere tractors, swapping the company's name for his own.
 "People can relate to these images, they see them growing up and associate them with a solid, reputable product," he says; "and once you see these clothes you'll understand why the new school of today's snowboarders will go out of their way to buy a Blackspoon product."
 Visit Blackspoon Booth No. 7735 at SIA Las Vegas Show.
 -0- 2/26/93
 /CONTACT: Josh Joseph of Blackspoon SB Wear, 406-862-0566/


CO: Blackspoon SB Wear ST: Montana IN: TEX SU: PDT

AH-PS -- NY001J -- 0683 02/26/93 06:50 EST
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Publication:PR Newswire
Date:Feb 26, 1993
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