Emily Thungkaew

Heavy Rotation

By - Jun 6th, 2010 04:00 am
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Photos courtesy of Holoubek Studios.

About six years ago in a land far, far away, a land called New York City, a small t-shirt line was born.

Natalie and Brian Holoubek say that they got their inspiration for starting Heavy Rotation from Brian’s father, who was an avid screen printer in the ’60s and ’70s. About a year into their new venture, the pair decided to move themselves and their company to Milwaukee, to be closer to family and continue with their mission — to inject art into fashion.

Photos courtesy of Holoubek Studios.

With a completely organic public relations strategy, the company has some pretty impressive press placements. Celebrities have been seen sporting these unique graphic tees on television, out and about in Hollywood and in the pages of magazines.

“We don’t push our product; people find us and contact us when they want it,” says Natalie. Even so, it was pretty lucky when the costume designer for “That 70’s Show” and “The Big Bang Theory” started using tees from Heavy Rotation. Other placements include Tina Fey’s Baby Mama and “It’s Always Sunny in Philadelphia.”

The demand for shirts is high and the small staff at Heavy Rotation (their business is called Holoubek Studios) works tirelessly to produce the designs for the graphic tees.

“A lot of it is us observing what’s going on in world and popular culture and pursuing our take on it. It may be direct or indirect. [We like to] see what consumers are looking for,” Natalie says.

Brian and designer Zach Bartel (ed. note: Zach is also a former VITAL Source staff member) do the majority of the original designs made for the line, which has recently expanded to more than just generic t-shirts.  The artistic designs can now be purchased on tunics, tanks and other top styles.  There’s something for everyone, even one called “Mini Rotation” for the little ones.

Photos courtesy of Holoubek Studios.

Want to see Heavy Rotation for yourself? Check em’ out online or at their upcoming Urban Garage Sale! That’s right! On June 19, Heavy Rotation hosts their third  sale with almost 30 other Milwaukee boutiques. The only requirement from the stores to participate? To provide discounts to the masses. At Turner Hall Ballroom, from 10:30 a.m. to 4 p.m. that day, you can enter into one of the biggest sales known to Milwaukee for just $3. And if you download the flyer on the site, you can get in for $2!

Categories: Fashion, Threads

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