Local company has big dreams for name brand
Pyknic plans launch party at beach in early summer
BY JENNIFER KOHLHEPP
Staff Writer

Above, entrepreneurs (r-l) Dave Cerulo, 21, Chris McCans, 21, Garrett Santova, 19, Stephen Thompson, 19, and Erin Coffey, 19, make up the marketing team behind Pyknicwear, a new clothing line the group launched this year. At right, McCans, of Robbinsville, models Pyknicwear.

Life's a "pyknic" for six friends who recently launched their own clothing line.

With almost 1,400 friends on Myspace.com, a Long Beach Island sports shop, a band and plans in the works for an official launch party to promote its apparel, Pyknic Boardwear has had somewhat stellar success since its start-up about three months ago.

Formed on company officials' passion for sports and their interest in music and art, Pyknic Boardwear targets its fashion line to men, women and youth who are creative and are free thinkers, according to Stephen Thompson, 19, of Millstone, who founded Pyknicwear earlier this year.

"Our love for snowboarding, skateboarding and surfing made us all decide to use our marketing and entrepreneurship skills that we learned in the classroom to develop a brand," Thompson said.

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Although it is pronounced the same way as picnic, the word "pyknic" has nothing to do with sports or alfresco meals. Instead, pyknic refers to a person who is stocky with a rounded body and head, according to Thompson.

The phrase "pyknic practical joke" is used to describe a person who was muscular in early life but who later became pear-shaped and ballooned out into obesity.

As a volte-face to the company's name choice is Pyknic's motto: "Because every day is a session."

Thompson said he and his friend, Chris McCans, 21, an aspiring sponsored snowboarder from Millstone who attends Mercer County Community College in West Windsor, came up with the idea for Pyknic Boardwear at a local surf shop.

"When Chris and I were at the surf shop," Thompson said, "we were looking at all of the clothes, and it dawned on us.

"It seemed so easy," he added.

After their initial brainstorming session at the local Surf Taco, Thompson and McCans garnered support for the clothing company through people they know.

Garrett Santora, 19, the company's promoter, attends Westchester University of Pennsylvania in Westchester, Pa. He surfs and longboards.

"Everyone involved is passionate about surfing, skating, skiing and snowboarding," Santora said.

"Sports have always been a part of my life," McCans said. "They are a way of life."

Dave Cerulo, 21, who is the company's chief financial officer and head advertiser, said, "Sports are something that just always sticks with you. You just want to throw more and more gas on the fire."

Cerulo, who is an avid skier, studies at Rutgers University in New Brunswick.

Andrew Marshall, of Greene, N.Y., a wakeboarder and snowboarder, specializes in overseeing the company's operations.

Erin Coffey, a surfer who grew up in Millstone, is the company's chief designer. She studies marketing at Susquehanna University in Pennsyl-vania. She said she derived the company's logos and graphics from her experience in sports and her interest in the local music scene.

Thompson said he finds it strange that the core group of people running Pyknic all went to different high schools in the area and played each other in high school sports.

"We didn't know each other then, and we were rivals in soccer and basketball," Thompson said.

Most of the friendships formed after high school through college and work, according to Thom-pson. The six friends are now involved in the design, production and distribution of Pyknic apparel.

Pyknic recently released its new men's and women's T-shirts. The online store also sells hats and sweatshirts.

In addition, the company just contracted with Wave Hog in Long Beach Island, where its merchandise will now be sold.

Ultimately, according to Thompson, Pyknic would like to expand its offering of merchandise to include other wearables such as board shorts and its own line of sports equipment.

"Part of our long-term goal is to come out with our own boards," Thompson said.

Pyknic is currently seeking people interested in helping advance the company at the grassroots level.

"Keeping local kids fired up about Pyknic will only help us get bigger and bigger," Cerulo said.

"We have made a lot of connections through bands, surfing associations and stores," Thompson said.

Pyknic has already partnered with the Robbinsville band Clover Hill, of Burning Records, which the company will feature on its first promotional album. Clover Hill has also agreed to wear Pyknicwear at its shows.

The company believes that the only way for it to flourish is through the help of family, friends and peers.

Volunteer work for the company would include passing out and hanging up fliers at schools, shows, skate parks and the beach. Those who volunteer to sell the shirts will receive a free shirt for every 12 that they sell.

The company is also looking to recruit people to help expand its presence on the Internet.

Pyknic anticipates holding an official launch party sometime early this summer. The company plans to have an hour-long demonstration of BMX and skateboarding, followed by a party with deejays, live bands, food and a fashion show, in addition to surfing and skating footage shown on a big screen.

Pyknic will also release a video this year. McCans is putting together a documentary of local sports and music talent called "Us Against the World."

Pyknic already considers itself successful with sales up and down the East Coast, and as far away as Puerto Rico and Wales.

"Our goal," Santora said, "is to be competitive in the market. We want to be as big as [clothing] companies like Quicksilver, Billabong and Rusty."

"We're all hoping that this can be a full-time job for us when we get older," Thompson said.

For more information, visit www.pyknicwear.com.