For all the ridahs out there. I've never explained this part of the story but if you have a few minutes to spare, after reading this you will fully understand what Karuma is about~
Some people might think Karuma Limited is just another automotive lifestyle brand that sells merch at car shows. It got me thinking, what makes Karuma different from the rest? What do we offer that these other guys can’t? Our tee shirt designs are unique and its got that KL Style, but it can easily be imitated and everyone and their mom sells tee shirts. I try to make products that influence what I like, but it’s not like I’m doing anything somebody already hasn’t done. There was no mission statement or some end goal when Karuma started and seeing so many brands pop up everyday, some are just waiting to come in and swoop your seat. So to stay in the game I needed to really figure out a business plan and some kind of structure because the whole time it’s been fueled by fun. Which isn’t a bad thing but at this point, it’s feeling more serious and I want to find a strategy to keep the ball moving even put a turbo on that thing. This was the hardest part because I make what I think is cool and it sells, but I wanted to offer more than just a tee shirt, something a person would benefit from thats not a hardgood. I wanted to look from the other side to understand what value I was bringing to all the supporters over the years and how to make a better connection that is relateable on both ends. First thing to do was think back and remember what led me here.
It took me a while to figure out what I’m actually doing, why I’m doing this, and where I’m going. It’s all pretty simple and probably weird to some people. I was crazy about tee shirts. From the fitment, designs, shades of colors, to the custom labels, it all intrigued me. I questioned why this shirt feels better on me than another one or what does 1% polyester do, why some shrunk to the point where its short and fat, why that neck has stitching on the outside, the list goes on. After understanding what I prefered wearing, it made me look for certain details when I would buy a shirt. There was this shop, “5 for $10″ where I would pick up AAA 1301 tees, the OG ones with the square tag and triangle logo made in Mexico. I didnt care that these shirts were blank, I only cared about how it fit me. But even each color would fit a little different and then I understood certain blends were needed for certain colors. I learned to take care of my tee shirts, cold wash, hang dry, iron then fold, and most important no bacon neck. I remember my parents a few times put the whole load of shirts in the dryer and after that they would never feel the same.
At 21 I worked for Diamond Supply Co. as an "intern" which meant they dont pay your ass. I was getting paid 5 shirts a day and I was ja rule livin it up! These shirts were a hot commodity at the time and I would literally use them as currency, skateshops would let me trade for nikes or boards, the liquor store would give me beer, I would get meals, car parts, haircuts, weed and on top of that the barbers and bud tenders would all buy from me and I would walk out of there with at least $500 each time. Any product I had was literally gold. I didnt have to do anything the shirts sold themselves it didnt even matter what was on it. I would get called into shops and did my rounds after I got home from work. It was like I was a drug dealer for shirts. Eventually I got on payroll and still got to take home promo. I was making a lot of connections and became a master at flipping tees. My parents thought I was the biggest dumbass but I wasn’t no geek off the street. They just didnt understand what a skateboard company would do for me in the long run. At the time Diamond was using those good 1301 blanks too and that’s when I got spoiled. I would pop tags and wear a new shirt everyday. What was crazy was I would wear it once and people would buy those too. I'd sell em as 10 pack lol. I wanted to be able to wear a fresh shirt whenever, so for my birthday my brother got me a 4 color screenprint press and I had no idea what I was doing. But I was on my way to not only wearing a new shirt everyday but one that has my name on it.
So this part questioned me, WHYY the hell did I want to wear a new shirt everyday?? Because that is the main thought I remember. What was so good about it and why was that even something I thought about? I didn’t know anyone like this so no one could have influenced me to want this. But it was all because of the feeling that I got with crispy new shirt on. It made me feel clean and fresh af, not that I was dirty. But it made me feel GOOD and led me to be comfortable with myself. It gave an attitude of confidence to not care about any BS that didn’t matter. As long as I can remember, good things always happened when I was wearing a fresh shirt and it was because I felt good in it! Even though I was printing my own shirts I would still go to the skateshop and buy my favorite brand’s (Crailtap) shirts because I liked what they stood for and I thought the art was so cool. Which felt even better wearing a shirt with graphics that inspired me from a brand I looked up to. That company laid the foundation for everything I wished for if I had a company of my own. To explain briefly what Crailtap is, they are a distribution company that houses Girl skateboards, Chocolate skateboards, Royal Trucks, and Fourstar Clothing. The distribution company is never the popular In most cases the brands that are underneath are the heavy hitters and the distribution company just distributes and doesnt have products. All 4 of those brands were my favorite, especially fourstar. I could write an essay on all of this but to sum it up quick, I admired everything about these 4 companies, and when I learned that Crailtap is basically the “mom” company, it intrigued me so much to know the history and how these 4 brands came about. So you get where I’m going? It’s the reason why I started UJI Dist. and when Karuma came about it was like The Dist. became a “mom.” I always like to see the collabs with the brands within the same Distribution which gave me the opportunity to make something with UJI and Karuma which is so rad to me. I discovered Crailtap when I was 13 so its been 21 years still inspiring me and I still aim to be just like them.
Making a shirt from start to finish, watching it all come to life by designing, to burning screens, to picking up blank tees, to Mclogans for supplies and that perfect shade of acrylic paint that would soon be all over my clothes, was what I believe to be the critical role that must be done in starting a brand. It teaches you how much effort goes into the process and even a little mistake could cost you a tee. It’s crucial to understand and will influence how to design better as well. The printing process was a lot of hard work but so fun to do. Every shirt I design has a story and a reason why I made it, which I try to portray a message. I thought that was what I was offering along with the shirt. But after thinking back to those crispy AAA tees, it’s more simple. From Karuma’s designs and apparel Im trying to spread that feeling that made me who I am. The feeling of freshness cus that tee fits just right and levels you up to try new things. If someone purchases a product I want them to LOVE everything about it. The box, the tag, the bag, the extra stickers that were thrown in, because I know how it feels to buy a product and not receive free stickers and being completely disappointed with the quality. I want Karuma to inspire others just like how Crailtap has influenced me for over 20 years. I love Crailtap and relate to everything they do and if I feel this way about a brand, I want my brand to do the same for someone else. I wanted to explain the purpose of Karuma so people can understand more of the background and journey and see the true meaning behind everything. I’m sure a few in someway can relate to it. I still chase that feeling and buy shirts even though the last thing I need is another tee shirt. I just save them for when im gonna see some babes who could care less about it, but to me I feel like I’m the man and anything is possible.
So Karuma is about cars and cars play a major role in my whole tee shirt frenzy. If a tee shirt can make you feel good, think about what a car can do. rightt?! It might seem materialistic but I just like cool shit dude. I blame my dad for a lot of this because he would take me to car shows in his cars and get me those cool tee shirts with muscle cars on them. I still try to make my designs like those but I can never seem to get them like that. It all makes sense that I make tee shirts with cars on them and the cars have led me to meet so many great people. As to where I’m going, somewhere with a fresh shirt on feeling good or Hawaii with no shirt on. I always have goals that I see the brand reaching and moving forward I want to keep climbing and get to the next stage, kinda like Bruce Lee in Game of Death when he goes up the stairs and theres a new dude hes gotta fight. I think I’m at that level when he’s fighting Kareem Abdul Jabbar and I got a big ass footprint on me and getting my ass kicked. Now that it is my source of income it’s added a little pressure and a bit overwhelming sometimes. Lately I’ve been trying to get more organized to drop full seasons, and plan ahead to make it easier. There are a lot of projects with friends that are in the works but running the brand solo seems like Kareem keeps kicking me and there’s not enough time in a day to finish something before another task adds on. Years ago this is what I dreamed of doing although I didn’t know I would feel burnt out and stressed. Some of the “fun” switched to a more serious feeling. Which I think I needed in order to grow more, the fun will never be gone, just now is the time to prioritize what needs to improve. That’s pretty much why I am writing this, to trace my steps and remember the “why” I had 8 years ago, and start with a blueprint of a business plan and find a strategy on how to invest my time to keep moving forward. Thinking of where I am at with the brand and how I get to work for myself is an unbelieveable feeling and I’m more driven to succeed now that real obstacles are hitting me from every which way. I made it here, I’m going to see the end of that tunnel man. 8 years is defnitely an accomplishment but I think the next 8 is where things get exciting. I’ve noticed whatever you want to achieve, it’s right there in front of you, might take some time but just keep going and you’ll always get it. That’s why you gotta pull up in a fresh shirt cus if you look good, you feel good, and when you feel good, good things happen. And you’re happy, no one wants to be around a grumpy guy. Good things are comin sooner or later. Just gotta keep the vibes up and go!
Next time you pop tags and put a fresh tee on, notice how you feel. That’s what Karuma wants to provide with everything, doesn’t even have to be a product. Every interaction with us like going to our events, we want you to leave with a smile and that KL feeling, like it’s 2002 and you wearing brand new supreme dunk lows out the store. ~Taylor Uji
