Tell us about your brand & the inspiration behind The Underground Movement.
The Underground Movement (TUM) was created by US Army Special Forces veterans that wanted to produce cool shirts that also honor America’s treasured lineage.
We started the company because after many deployments overseas we noticed that Americans appeared to be negligent or disinterested in America’s own inspiring past.
Traditionally graphics tees communicated something about yourself. Some graphics were meaningless and some were fun or witty and shared a sense of humor. Other graphics represented strong ideas that resonated with specific groups of people. Images like that of communist revolutionary Che Guevara gained popularity and were worn by Americans.
That provoked us to ask the question why have we not honored our own American legacies. We wanted to do that. We wanted to highlight the institutions and ideas that defined American greatness.
How was your experience at POOL this year? This is our second POOL and we had a great experience. The vendors at POOL are terrific and inspiring. Coming from a military background our learning curve is steep but we absolutely value every thing we get from attending a show like POOL.
What advice would you give to brands who are thinking of joining the tradeshow world? See it as part of a long term strategy rather than a short-term tactical decision.
Was there another brand at POOL that you really enjoyed? Give them a shout out! We always enjoy meeting so many other great brands. We really enjoyed Eric from Kings and Jaxs for his creativity and dedication and American Apothecary for their inspiration. We can’t forget Rex either!
Name the last three songs you listened to. That’s embarrassing…my daughters play the music from Frozen like it’s a broken record so “Let it Go” gets stuck in my mind. Pharrell’s “Happy” would be on the list and then some classical music that fills my playlist would be there too.
What is one quirky thing about your brand or your team that not many people know? We spent more time chasing terrorists across the sands of North Africa and the Middle East than we have spent time in the fashion business.
How is your new collection different from the one before? Our line expands more than it changes. There’s so many great stories to tell!