MJ Gottlieb | The Multi-Faceted CEO of Crooked Ink
By Laura Salerno
"I am controversial in everything I do," says MJ Gottlieb, founder of
Urban Connexion Group, the strategic consulting company that owns Crooked
Ink, a New York based urban clothing line. MJ, whose full name is Michael
Jonathan Gottlieb, has reason to feel that way. The many hats that he
wears on a daily basis are not considered cookie-cutter. In fact, the
many projects with which he is involved may even be considered outrageous.
Established in the late 90's, Crooked Ink was founded by Mark Brown, also
known as M.A.B., and David Saulters, a former designer for Phat Farm.
Crooked Ink began when Brown printed t-shirts which spoofed the current
events of urban communities. Brown and Saulters sold them on 125th Street
in Harlem on Saturdays. The two had aspirations of branding their very
own line; however, their dreams were cut short when Brown passed away
after developing Hodgkin's disease.
Although he was in a deep state of sorrow, David Saulters wanted to see
their goals come to fruition, not only in remembrance of his dear friend,
but for the sake of Brown's young son. Shortly after, Saulters called
upon a long-time friend, MJ Gottlieb. MJ, a native of New York, left the
University of Colorado, where he was enrolled, to focus on "BNW Racial
Awareness Wear," his first business in which he sold t-shirts. Due to a
lack of finances, the company folded. He later went on to establish Urban
Connexion Group and in 2001, he turned his past mistakes into a published
book entitled "How to Ruin a Business Without Really Trying." "It's not a
lecture-style book," says MJ. "It's a fun read, but very informative.
I've learned that you can never lecture an entrepreneur. They'll never
listen!" However, the book received positive feedback from big names
including CBS and companies such as Sweet n' Low.
When David Saulters approached Gottlieb to control the business aspect of
Crooked Ink, he couldn't resist the offer. The two began brainstorming
and developed the hangtag, "Crooked Ink, 'The Realness from Da Streets'"
with the opposite side stating, "R.I.P Mark "MAB" Brown." The political
tees branded by Crooked Ink were product of an idea to parody various
happenings in culture and still manage to carry it out in a way that the
urban youth could comprehend, while provoking thought and laughter. Such
t-shirts include: 'Scarface (Warface)', 'Dumb President', and 'Now Jackin
Your City.' Crooked Ink's unique hoodies topped 73 percent per week
during September 2006, which is virtually unheard of in the urban market.
So just what makes Crooked Ink different from any other brand?
"Our hoodies are like no other," says MJ Gottlieb. "Other clothing lines
imitate one another, but this one doesn't. Crooked Ink incorporates so
many different styles into one piece. David will pull ideas from ski
companies, while adding an embellishment from urban styles to create a
masterpiece." Crooked Ink ships eight small collections per year to
specialty stores, another factor that separates them from other clothing
lines. "Specialty stores help to keep product longevity," says Gottlieb.
"The company's goal isn't to over-saturate ourselves, but to make a
statement." Crooked Ink products can be found in such stores as Dr. Jays,
Transit, Up Against The Wall, and can be seen on Wyclef Jean, R-Kelly,
Master P, Slim Thug, Mims, Juelz Santana, Rich Boy, Young Joc, and Kid
Capri. It may not be too far off before audiences see such famous faces
wearing Crooked Ink jeans entitled, "Something Expensive." Why the name?
These jeans will retail for a whopping $5,000.
"If people are going to go out and spend the big bucks on one pair of
jeans, I'm going to give them something expensive," says Gottlieb in
reference to the limited 240 pairs that will be made available in the
United States. "The reality is that most jeans that retail for an
astronomical price are produced at the same price a pair of $80 jeans are
produced. 'Something Expensive' costs just as much to produce as the
price it is selling." These extraordinary jeans will include pure gold
leaf for embroidery, silk pockets, the very best of velvet denim, and are
packaged in a cherry wood engraved box and silk bag. Still not
impressed? Each buyer will find a card in his or her box. The card
guarantees the customer something expensive, whether it be tickets to the
Grammy Awards, tickets to All Star Weekend, or another once in a lifetime
opportunity, everyone who purchases "Something Expensive" is a winner.
"They're not just buying jeans, they're buying a lifestyle," Gottlieb
adds. However, for MJ Gottlieb, Crooked Ink represents more than glitz
and glamour. It represents an opportunity to help others.
Crooked Ink allocates proceeds from the line to support Mark Brown's
16-year-old son in hopes to send him to college. In addition, the
proceeds also contribute to MJ's non-for-profit organization, The
Forgotten Souls Foundation, Inc., the very first vertical upwardly mobile
program targeted towards the homeless and disenfranchised through creative
expression. The foundation that was founded four years ago began when
Gottlieb started feeling helpless after giving endless amounts of money to
such a great amount of homeless men and women. After further inquiring,
he began providing food, clothing, housing, medication, counseling, and
every other necessity to a group of homeless and disenfranchised
individuals in return for permission to film their stories for answers as
to how these individuals arrived in their homeless state. For the past
four years, MJ has filmed a documentary to develop a program based on the
knowledge he has gained in order to help fix this epidemic. His objective
is to get to the root of the problems with which the United States is
faced, including homelessness, the public health care system, etc. "I am
the homeless people's voice," says an earnest MJ.
Due to its controversial content, Forgotten Souls, the hour and 53-minute
documentary that MJ has worked tirelessly to capture himself, has been
banned from nearly every Hollywood studio. However, the proceeds from
that documentary will contribute to his foundation, in addition to
generous donations from Phat Farm, Dr. Jay's, and other supportive
companies. MJ remains optimistic that he will send these individuals to
college so that they may start their own lives and no longer endure a
crisis that affects millions.
MJ Gottlieb is no stranger to adversity. As a Caucasian individual who
owns an urban clothing line, he is faced with various challenges. "My
race affects me everyday," Gottlieb says in a nonchalant tone. "People
seem disappointed when they see my face is white." That may be from
where his goals for Crooked Ink are derived. While the company is
described as an urban clothing line, there are no boundaries for race.
MJ sets his hopes on Crooked Ink growing, while remaining in specialty
stores five years from now. His first priority, however, is and always
will be to pay homage to Mark Brown. "Everything that we do is for the
sake of MAB and his son. If I am successful at that, then I'm content."
For more information on Crooked Ink, visit www.urbanconnexion.com. To
learn more about the Forgotten Souls Foundation, visit
www.theforgottensoulsfoundation.com.
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