The Origins of Cool Flo Having grown up in London as a close family unit, the Carter brothers, founders of Cool Flo, shared many of the same interests and a love of life in the great outdoors and so it was quite natural that vintage Volkswagens became a shared passion too. It wasn’t just the lines of the vehicles or the sound of an air-cooled engine, it was the friendships made, the sense of community and lifestyle that goes hand in hand with the VW scene. As family and having worked together for over 20 years, Scottie, Darren and Jamie along with their families, saved up and built their collection of classic Volkswagens and living the lifestyle which many of us aspire and dream to achieve. Increasingly active in the classic VW sscene but also following their passion for all things outdoors, camping, surfing, bmx’ing, boarding and kayaking. These activities and conversation amongst friends, family and overwhelming public interest along with the distinctive and unique Cool Flo script found on the side of their VW buses led to the founding of Cool Flo clothing. Cool Flo clothing is set out to appeal and cater to the new era of consumer wanting high quality simple but considered clothing & accessories for those who love to live life on the move. From beach to town, from camp to kayak, from bike to board. With consumers across the globe, the worldwide appeal and reach for this unique grass roots brand has inspired and excited everyone who comes in to contact with it. For us it’s all about the ride....
So in a nutshell... what are we about? Mission Statement: We are a UK based, lifestyle clothing and accessory company founded by three brothers and their families. Our primary love for the relaxed approach and freedom a ‘VW campervan lifestyle’ provides for a family is driving us to create our own manufactured, quality clothing at an affordable price that can be worn throughout the various lifestyles that are associated with it.
Vision Statement: We develop, research, design and sell a wide range of premium men’s, women’s and children’s clothing from the ‘living the lifestyle’ perspective. Our brand is targeted at discerning, freedom loving customers who are comfortable in their own skin and are looking for cool clothing that is uniquely designed, of quality make and fits any of their lifestyle activities.
Cool Flo - Brand Values Quality - Attention to detail - it’s the little things which can make the difference - Considered Design - well thought through images, finishing touches which the wearer will appreciate - Not cheap but value - value is much misued word, in our context the consumer will wear lots and therefore value will be in th “cost per wear” - Durable - can and will be worn lots, live up to the knocks that an outdoor lifestyle can bring - Feels good to touch, good to wear - thicker higher density yarns which feel great to wear, are comfortable and relaxed - Not luxury - but using fabrics and embellishments which feel luxurious
Family - From a family – The Carter Bros. but it’s now much more than that. - Accessible – Cool Flo’s unique iconic VW imagery has a huge appeal and opens many doors. - Inclusive – No age limits, not offensive. - Community – able to strike a conversation, a rapport with people through many different perspectives.
Cool Flo - Brand Values Lifestyle - Fits in to your life - it just works with what you do, you don’t have to go out of your way to be part of Cool Flo - Active - about living life, boarding, BMXing, partying, cruising, riding - Comfortable - it puts you at ease and makes you feel good - Outdoor / Indoor - can be worn both home and when your out. - Freedom - the VW bus takes you anywhere, it gives you a sense of escape. - Travel - It’s all about the ride - Your ride gets you out there to see the world beyond the ‘everyday’
Fun - Smile - nothing is more endearing than a smile. Through activities which the brand is involved with to the garments we develop the end result should be a smile. - Camper vans - the iconic vehicle has become an image for fun and escapism, when added together with Cool Flo twist this just becomes cooler and more fun! - Music - behind everything we do there has always been a back beat of music and party. We’re a social company and like to bring people together- Go with the flo - let’s not take ourselves too serious, life is short so enoy it.
Passion - Love of the scene - after 25 years of living this lifestyle we love it - British roots with a global appeal - social media has told us that it’s not just a UK thing, from Cali to Japan people love what we’re doing. - Devotion - building up and collecting an emsemble of cars, boards, bikes and friends has been a passion and a devotion for the family, friends and followers of Cool Flo
Website
Cool Flo around the world ..........Social Media & Internet Through the scenes which we’re involved with, the Cool Flo brand has spread geographically around the globe from places as far apart as Hawaii to New Zealand, Argentina to Japan. With events and online followers, every year the Cool Flo family has become bigger. Our online following has grown organically over the last 3-4 years and we’re proud to have an avid and interactive group of followers who love what we do and participate in the brand. Our key social media platforms are Facebook, Instagram and Twitter with a combined following of over 30,000. We’re also actively growing newer platforms and looking at Pinterest and Snapchat. Our own website has also developed many times over the last 3 years and is on its 3rd iteration in as many years. Our own website has allowed us to also gather direct customer feedback and we use this to help fine tune future garments. Overall though customer feedback has been 99% positive!
Cool Flo around the world ..........Social Media Cool Flo launched on Facebook over 3 years ago and steadily gathered pace with unique and personal content based upon the lifestyle behind the brand. It’s actively used to keep in touch with its global followers and keep them up to date on the latest news from Cool Flo. It’s also a fantastic tool for followers to interact and share their Cool Flo experiences and we regularly share these with our fans.
Facebook - www.facebook.com/coolflovintage Current Followers on FB Over 20,500 organic followers. (Not bought in followers!)
Instagram - www.instagram.com/coolflo_uk Current followers 10,000 and growing rapidly
Twitter - www.twitter.com/coolflo_uk Recently launched and developing content, followers and reach
Website - www.coolflo.co.uk Current website launched in April 2015 but have been trading online for over 3 years. We also have protected 12 important Cool Flo based domain names around the world.
Trademark protection The Cool Flo script is a registered European Trademark since December 2010 in classes 16, 24 and 25
Sponsorship
To support our brand and maintain a profile in the things we love doing, we support a number of riders across many areas and a full list is below Sponsorship Categories: Cool Flo Riderz promoting our clothing, having branding on their surf boards
Surf:
- Sam Russell competing in last year’s Buntabout competition and reached the quarter finals in the under 18s and picking up the ‘most promising surfer’ award Recently took part in the O’Neill Surf Road Bus Competition at Sennen with his team coming first. - Joseph Morris recently represented Wales in ISA world junior surfing championships in California. Joseph was the highest ranked surfer in the under 14s in 2014 Championships in the Azores and he is now ranked 11s in Europe
Skateboarding:
- El Rico Camargo Nicknamed Rico, this Columbian currently lives in Southampton. He has been skating for 15 years, Rico’s favourite trick is a one foot frontside air. - Isaac Maxwell Born in 2002, Londoner Isaac has been skating for 6 years. Isaac’s favourite trick is a tuck knee. - Seth Maxwell Seth is Isaac’s younger brother but despite giving away 2 years in age, has been skating for the same amount of time.
Snowboarding:
- Noé Larochaix A snowboarder of from in the French Alps. Aged just 13, he’s already won the French Snowboard Championship title for his age category in several disciplines: • Parralèle giant • slopestyle and combined • plus a 3rd place finish in boardercross His favourite trick is the front side 360 sad and 720 front grab. When not on the slopes Noé enjoys skateboarding and surfing.
BMX:
- Tom Justice known for his fluid riding style, massive air and long dreads. He started riding intensively at 16, and has since appeared on a Question Of Sport as his quest to go higher than anyone else continues. In 2013, Tom came 1st place at the 2013 XSA Backyard Jam in Russia with additional podium spots at the Cycle Show and Boardmasters. - Craig Teague riding BMX for 12 years and is known for his smooth trails style and love of going fast and high. A believer of style over tricks Craig prefers the aesthetics and magnitude of riding over the latest riding trends. Craig rides in shows and competitions all over the World and has rode in countries such as Dubai, Australia, America, France and the Czech Republic. Craig has also worked with major brands for TV and magazine promotions including Samsung, GQ magazine, Argos and ITV. - Chris Jackson from Gillingham and has learnt his craft after spending 5 years on trials, 1 year on MTB and 2 years on BMX. Chris loves popping a nosedive 360 or whiplash (footjam tailwhip) and used to be called Dingle. - Ollie Palmer British rider from Colyton has spent 7 years riding. Also known as Polly, his favourite trick is a 360 lookback.
Product Strategy Design & Sourcing
Product & Range Strategy Our design strategy is in line with our brand and mission statement. It must feel great to wear with designs and embellishments which the wearer appreciates and links back to the roots and lifestyle of the brand. Menswear T-Shirts - 100% Cotton and Cotton / Polyester mix. Design dependant. Graphic Designs Photographic Pocket design T Long Sleeve T’s Baseball graphics Henley neck with embroidery / applique Sweatshirts Hoody’s Non zip and full zip through available Accessories Trucker Caps Baseball Caps Winter hats and beanies
WHEELS
GRADIENT
Spring 2016
GRAPHIC: SOMEWHERE SLOW
19
54
17cm
TREADING WAVES
Panel is 17cm High
GRAPHIC: SOMEWHERE SLOW
LINES GRAPHIC: SOMEWHERE SLOW
TECHNIQUES: Poka Dot = Normal Print Cool Flo = Embroidered.
BASES: Overdyded marl (Indigo / Pop TBC)
TECHNIQUES: CRACKED PRINT
BASES: Charcoal Marl Overdyed Marl - Colour TBC
BASES: Overdyded marl (Indigo / Pop TBC) BASES: Lt Oatmeal Marl
BASES: Overdyded marl (Indigo / Pop TBC)
BASES: NAVY
BRAND CARRIER
BRAND CARRIER
IT’S ALL ABOUT THE RIDE
IT’S ALL ABOUT THE RIDE
HENLEY
TECHNIQUES: TBC
BASES: NAVY
TECHNIQUES: TBC
BASES: LT GREY MARL
The majority of Tees are on 60% Cotton / 40% Polyester CVC Marle Fabrics.
TREADING WAVES ZIP HOODIE
FIFTY FOUR ZIP HOODIE
SCRIPT
1 9 5 2
MENS SCRIPT HOODIE
CONTRAST HOODIE
BASES: Charcoal Marl Dusty Red Marl
NUMBER SWEATSHIRT
BASES: Charcoal Marl Dusty Red Marl
BASES: Navy Marl
Tee shirts Suggested RRP £25
Unit Cost £8.50
Gross Profit 60%
Unit Cost £10
Gross Profit 60%
Unit Cost £12
Gross Profit 60%
Unit Cost £16.50
Gross Profit 60%
Unit Cost £18.20
Gross Profit 60%
Unit Cost £6.70
Gross Profit 60%
Long Sleeve Tees Suggested RRP £30
Sweatshirts Suggested RRP £35
Non Zip Hoody’s Suggested RRP £49.50
Zip Up Hoody’s Suggested RRP £54.50
Trucker / Baseball Caps Suggested RRP £20
AVES
WOMENS WHEELS
LINES
LINES
Contrast arm sleeve
60mm
60mm
BASES:
Oatmeal marl base
Overdyded marl (AQUA)
60mm
Oatmeal marl base 60mm
Product & Range Strategy Womenswear T-Shirts - Cotton / Polyester mix. Design dependant. Graphic Designs Photographic Hoody’s Non zip and full zip through available Tee shirts Suggested RRP £25
Unit Cost £8.50
Gross Profit 60%
Sweatshirts Suggested RRP £35
Unit Cost £12
Gross Profit 60%
Unit Cost £16.50
Gross Profit 60%
Non Zip Hoody’s Suggested RRP £49.50 Zip Up Hoody’s
Production & Sourcing Production is currently through the UK and Sri Lanka. We have a well established partner in Sri Lanka with full CMT production capability producing T-shirts and Hoodies. Fabric is currently sourced in Sri Lanka, China and Indonesia. UK production is primarily fast turn around printing and finishing of T shirts along with accessories and caps. T shirt lead times can be as quick as 1 week dependant on style and UK stock availability. Lead time for made to order stocks from Sri Lanka are garment dependent and on fabric availability. Average lead time 120 days to shipping. Factory is fully ETI and GSP inspected and audited.
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