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AND 1 TRIES TO STAY AHEAD OF BASKETBALL'S FASHION CURVES
Published December 11, 1997
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).