PA-based AND 1 is profiled by Stan Hochman of the
PHILADELPHIA DAILY NEWS. AND 1 CEO Seth Berger "is baffled
by the NBA edict that shorts must end at least" one inch
above the knee. Berger: "Kids want their shorts long, big
and baggy. We make ours big and baggy, L, XL, XXL, which
are extra long, over the knee." Hochman writes that AND 1,
which did $30M worth of business last year, started out
manufacturing T-shirts, emblazoned with trash talk. Berger,
on fashion trends: "We spend all our time anticipating the
next trend. Our new product people are not just trying to
figure out what's cool today, but what's cool a year from
today. Which is why we continue to play ball, to hang out
with young players, to bring young players into the company,
so we can continue to be on the edge. ... Lots of trends
start with kids." NBA Senior VP/Basketball Operations Rod
Thorn, asked about the league's shorts edict: "Fashions come
and go. ... We can't have two guys wearing shorts hanging
down to the calf, two others wearing 'em to the knee,
another guy below the knee" (PHILA. DAILY NEWS, 12/11).
