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Ventura company targets 40-to-65 age group

The Ventura County Star, 9/1/07

Abstract:

As a tribute to his father and two of his buddies, Southern California surfer Don Craig made a few bumper stickers that said "Old Guys Rule" and slapped them on their cars.

These men were sharp mentors for the younger men at the beach, Craig said. Younger surfers sought their advice not just about surf conditions, but about life, marriage and work...

...People were soon asking to buy large quantities of the stickers. Craig decided to license the brand and also sell T-shirts that were geared for the 40-to-65 age group, a largely ignored demographic. He quickly lined up about 20 retailers across the country to sell his products in 2003...

...Today, Old Guys Rule is a widely recognized, international clothing company based in Ventura with annual sales of $6 million. It has grown by 30 percent to 40 percent each year since it started.

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