2019

Worldwide

Posted by Joe Eldridge on

Worldwide

This is the rifle of someone serving in Afghanistan. It's definitely the headiest "repping shadebeast" photo we've ever seen. It's a shit storm of opinions and comments waiting to happen. Please spare us that. It's all been heard before. All I'm going to say is, for someone in such an intense and dangerous place, pieces of their home life and connections to the people and fun things they love must mean a lot. Full support to YOU, soldier. - Joe

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Tribe

Posted by Joe Eldridge on

Tribe

A church is not a building, it's the congregation. Our shop in Athens isn't just a basement suite with records. It's a shelter for a community. Sound dramatic? Am I suggesting that people who listen to heavy metal are unique and require a special headquarters? No. I'm saying that people who identify strongly with extreme, outsider music so much that they consider it a part of who they are, appreciate a gathering place. A place to meet, discover and discuss. New metalhead in town? We are your entry point to the Athens metal scene. Lived here for years, but never...

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The Long Game

Posted by Joe Eldridge on

The Long Game

We just sold our 500th shirt via the website. That's not counting in store sales, patreon or the promos that have been given away. Back in 2006 I started a streetwear company called Hoodie Army. It was rooted in indie hip hop and skate/graffiti art culture. It's success was owed mostly to our presence on MySpace and the cultural wildfire that network was for about 3 years. M.I.A. and Diplo were each in possession of one of our hoodies at one point. It was a fun ride but because I had no prior experience with fashion, marketing and was not...

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Community

Posted by Joe Eldridge on

Community

A middle aged woman came into the shop today and bought an unusually large stack of records. She really didn't look like your typical metalhead. She said she was going to go home and listen to ALL of them to make up for a shitty week at work. I asked her if she listens to music at work. She said only in the car on the way, but not on the job because no one where she works listens to "good music" and think she's weird because she likes hard and heavy stuff. Headphones are not an option. I meet...

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