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The Alchemist

Who: The Alchemist Brand Clothing Co.

The Alchemist is a lifestyle and streetwear brand based out of San Jose, CA.

Why: Quite simply, we are tired of all the negativity and monotony bogging streetwear. Drugs, sex and money are all fun, but where does it end? Brands don't mean anything anymore; they don't stand for anything anymore. They're just there.

We, as a brand, want to stand for something. Our motto - turn it gold - states multiple things. We are about taking negatives and turning them into positives. With hard work, you can achieve the impossible. Whatever life has to dish out, you can take that situation and turn it gold.

What: Our focus is on simple, classic styles, all sourced out of the United States.

The "Made in the USA" is a big trend that we would like to capitalize on not just because it's the thing to do, but because we want to give back. We print locally and we use American Apparel blanks. Our source fabric for our cut and sew is also Made in the US.

Our brand wants to make pieces that you won't be worried about wearing next year. While we are inspired by current trends, we don't want to overdo it. Instead we want to take what's good about those elements and use them in a clean, reserved fashion. I want to be able to wear these clothes now, but also not worry about them being outdated three seasons from now.

How: The Alchemist is the brand DBA under the Crew, LLC. We currently operate a website (turnitgold.com) and a mobile boutique. The idea of the business model is that the website and other various social media channels (@AlchemistBrand on Twitter and Instagram) will help promote the truck and that the truck, live at various events (ie. food truck meets, music in the park, etc) will help promote the website.

Extra: The Alchemist is the final car in a long, drawn out thought train that spanned almost a decade. While we launched our brand last year, we know we have a long way to go and a lot to learn. Our initial collection was almost created in a vacuum, thinking we could inspire people by just putting words on shirts. Through time, we've learned and we've grown and I think we're ready to take the next step, whatever that step may be. Your critique and feedback is much appreciated. Thank you all for your support.

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