Getting Filthy

According to the Survey of Business Owners census, there were 6.5 million (non-farm) women owned businesses in the United States in 2002. More recent statistics show that today there are over 9 million women-owned businesses, employing approximately 27 million people and contributing $3.6 trillion to our nationÕs economy. While some might find these numbers surprising, even more surprising is who is contributing to them.

Enter Brittany, Jessi, Jemma not your typical 20 something girls next door. Then again, neither is their start-up company Filthy-T. So what if it isn‚t exactly Oprah Winfrey's Harpo Productions or Martha Stewart's Living Omnimedia. Perhaps that is part of the apparel company's appeal. I had the recent pleasure of speaking with Brittany Russell, co-owner and V.P. of Public Relations at Filthy. It did not take long to see the storybook scenario set forth by these three friends, roommates and business partners.

ST: Where did the idea of a T-shirt company originate and was the original idea for T-shirts or some other kind of apparel.

Brittany: We are all t-shirt girls, which gave us an unusual advantage. Not only do we know our target market, we are our target market. This helped to pinpoint our vision for the company. We wanted to create a t-shirt that was just as much about quality and comfort as it was design and aesthetics.

ST: Why the name Filthy-T? What does the brand name represent?

Brittany: It sounds like something your mother warned you about, but the idea behind it is simple. Basically, we feel that Filthy is a fun word that can mean a little something different to everyone who hears it. We are building a lifestyle brand for those ready to embrace a "you can have it all attitude". Also, there is a nearly unanimous reaction to the label, and its shock value has proven to be its most liberating quality.

ST: Has Filthy-T met with any controversy yet? If so, explain.

Brittany: Controversy, not really. More often than not it piques curiosity and while some of the more conservative may need an explanation and some prodding, for the most part the company, its ambitions and clothing are generally well received.