INTERVIEW, Part Two

Anything in bold = Interviewer
Anything not in bold = Interviewee

So, what’s new?
Seriously, what’s up?
Magazines! We were in two different magazine a few moths ago; Dirt Rag and Mountain Biking. Both of these publications deserve a massive thank-you and a high-five a piece.

What Else? Any new shirts?
Funny you ask that! The ELVS line is so incredibly close to launching that we’re losing sleep.

ELVS? What the?
ELVS is the first part of our two forthcoming lines of apparel. ELVS is a line of semi-technical retro-reflective apparel.

Semi-Technical? Retro-Reflective? Are you making this up as you go?
Shuuuut up man!
Semi-technical or ‘semi-tech’ clothing is non-technical or conventional clothing that is augmented with technical attributes. In the case of the ELVSline, we are augmenting conventional cotton shirts with a technical, retro-reflective ink.

Here’s a definition of what a retro-reflector is; http://en.wikipedia.org/wiki/Retroreflector. Thanks Wikipedia, is there anything you can’t answer?! How about this one: Why do men have nipples???

Anyhow, there is a chance that you didn’t understand what the hell that definition meant, so I’ve tried to distill it into layman’s terms. A retro-reflector uses tiny glass balls coated in aluminum to make microscopic mirrors. The little balls are suspended in ink, tape or a clear plastic and adhered to something. A retro-reflector will look a little sparkly in normal light, but once it gets focused light shined on it (hold a flashlight under your chin pointing towards the target) the image reflects at a surprising intensity!

Are you guys the first ones to ever use this retro-reflective stuff?
Nope! People have been using this stuff for years. You can find it in sneakers, back-packs and safety vests. Shoot, look at your sneakers right now, there are probably grey reflective panels on them right now…

If it’s good enough to keep our kids alive after dark then it’s good enough for me.

Sounds pretty awesome! How will it hold up over time?
Ironically, only time can tell! Hahaha, oh man…
Seriously though, the ink is pretty delicate stuff. We advocate turning the shirt inside out at the very least when you throw it into the machine. Wash cold, dry it on delicate. Hand wash if possible. There is a predicted 20% degradation of reflectivity over time

Can we see a sample?
Click me for a picture! The first shot is Brook in ambient light, the second is with the flash firing. At night, drivers or anyone behind a light would see the image in the second shot.

So what’s next in the ‘Development Pipeline’?
We’re working on a line of technical wicking shirts. We want to develop something that can be alternately worn as a casual piece of clothing and yet still be comfortable and breathable for a prolonged exertion. We’re still in the research phase, trying to find a wicking fabric that holds up over time and (most importantly) doesn’t stink like an armpit.

Does the technical line have a name?
Something or Other. This way you’ll be able to tell what type of performance you’re going to get from your Laek House product by name.
ELVS is printed on cotton and Something or Other is going to be full wicking/technical stuff.

What’s up with the Shield/Logo thingy??
The shield is derived from traditional heraldic imagery and is quartered to show the four aspects of Laek House; the t-shirt, the Rooster, the Scales of Justice and the Bicycle. We chose the t-shirt and bicycle to show our focus on cycling and apparel. The Scales of Justice show our desire to operate a just and ethical company. Finally the Rooster is a symbol of virility and strength! Huzzah!

Do you have any friends?
Oh yeah! This is the part where I give you guys a heads-up on my cool friends and the cool things they’re doing!
www.liztormes.com
www.gagedesoto.com/
www.nycvelo.com

Anything else?
We’ve been following the alternate/renewable fuel movement for a while and have decided to develop our own! It’s going to run on kittens and puppies or maybe granola and molasses.

Can you travel in time?
Not personally, but I have re-editted old documents before without telling anyone before.

END PART TWO!!!