Bringing It Back

A couple days ago we announced that Swobo had risen from the dead and would soon return its frequently funky brand of clothing to the marketplace. If you missed that announcement and want to get all edu-ma-cated and apprised, click on the following link www.bikemag.com/news/newsarchive/051605_SWOBO

Today we offer you an interview with Swobo founder Tim Parr. Here, Tim explains why he and partner, Rob Roskopp, are bringing Swobo back and what they hope to achieve.

What's this image got to do with the interview? It's all about the hat. Or maybe we just figured you expected some kind of image here....

Mike Ferrentino: So, since the dismantling of Swobo in 2000, you've been helping some pretty divergent brands market themselves: and trying to catch fish. Any luck?

Tim Parr: More luck with helping other companies...It's been a great experience working with icon brands such as Patagonia, L.L. Bean, and others. In that regard...I'm a lucky guy. I'm incredibly lucky.

MF: What led you to shut Swobo down the first time?
TP: I could bore you with operational, investor, and financial storytelling, but it's not worth going into. Let's just say that I encountered a capitalist's "Perfect Storm". Some of which I created myself, and other parts that blind sighted me and knocked me down hard. I woke up one day (literally not metaphorically) and knew what I had to do. I remember vividly walking in the front doors and saying, "That's it. We're done."

MF: And after shutting Swobo down, selling the brand to Rob Roskopp, you've now bought it back from him, and are planning to re-establish it. Why?
TP: There's a bunch of reasons...first of all, Rob and I are partners in Swobo. I didn't buy it back outright. The reasons to re-establish are intuitive more than anything else. The single most motivating factor has been the people that still hold on to what the brand stands for. It's amazing. I have people talk to me for 20 minutes about a Swobo baseball hat that they took on a trip, don't get me started about the number of sock stories I've heard...When was the last time you heard someone go into fireside storytelling mode about a pair of 5 year old socks?

All these moments made me think it was time...again.

MF: Do you expect Swobo to be more successful, in both the financially and personally fulfilling senses?
TP: Of course. Since I closed the doors, I've had the opportunity to work along side some incredible business visionaries. I'm a little wiser these days on both fronts thanks to these people. This time around, it's about patience and organic growth. That's the number one threat against any new venture. Forcing success or audience acceptance crushes businesses by leading the operation into business practices that don't position the brand for the long haul. So many people are looking for a five year, get-rich-quick opportunity. Ironically, those don't exists for people who are actively looking for them. Rob and I both have patience.

MF: And given that, what will it take for you to consider Swobo a success this time around?
TP: Success this time around mirrors the definition of the first time around. Swobo creates cultural changes. That's where the heart of Swobo's innovation lies. There's a glut of status quo in cycling that has once again homogenized the sport. It's time to get vocal again, and try and make a difference. People still associate cycling, almost unanimously, with athleticism and aerobic activity, when the reality is that the bicycle has so much more to offer.

MF: Along those lines, did you consider Swobo a success the first time?
TP: Good question. Yes and no. My goal with Swobo the first time was to change people's perceptions of cycling and cycling apparel. I felt that if a person could achieve that, it would be a good thing for the bicycle industry, bicycle culture, and American culture.

A number of times we were credited with changing the way people looked on bikes, and because of it, I was able to sell the company with much resolve. I felt we achieved our goal, so in return, I thought of Swobo as a success. Having said that...there were a lot of people really bummed when they found out that the company was closing it's doors. Really bummed. So, given that I let all those people down, I consider that a failure.

MF: What will be the bias of the new Swobo? For instance, the old Swobo was known for wool jerseys and this unique, loungy vibe. What do you plan on for products, as well as for image, with the new Swobo?
TP: We will have our wool line, with the addition of some new wool pieces, along with some other new cycling specific items. After we launch, we'll actually be quickly adding more casual/lifestyle apparel. After the first year, we really want to have a good assortment of Swobo lifestyle apparel. As far as the image goes, it's always been a direct reflection of those who support it. They control the image more than we ever could.

MF: Do you have any fears that you might fall victim to some sort of parallel allegory to Hollywood - where the sequel is never really as well thought of as the first flick?
TP: I don't see it that way. It's the same movie that is working off the same plot. How it manifests itself day in, and day out, is the product. The sequel is in the hands of those who believe in the vision ...I'm just here to mediate the relationship.

MF: Should I stop asking all these old Swobo/new Swobo questions?
TP: Yeah...you're boring the hell out of me. Are you hung over? This is all you got? I brought my "A" game....what happened to yours?

MF: Will you make me some waterproof baggy shell shorts?

TP: Yes. Will you make me pay for that KTM brake lever I broke?

MF: Maybe….