…and leave it on!

I turned on the light, the Gaslight that is…I was just reminded of the classic Grateful Dead jam. Yes, I was a Deadhead in my teenage years, nothing beats listening to the Dead on those random nights when nothing else mattered but music, friends and chilling. Unfortunately my "Love Light" has not been on for quite some time but there is a time and a place for everything. The roller coaster of life will come around again and hopefully this next version of LOVE will last for a while...

I have yet to hear from the Gaslight Anthem boys regarding the "STAY VICIOUS" issue. But I won't give up, I have never been a fighter but the one two combo punch of persistence and patience has always worked in the past. I am just curious..

Like I said earlier, the Light is on…I have been listening to new and old Gaslight Anthem tracks for the past few days. The sound is growing on me, maybe I am late on this trend or this trendy band (I don't even know if that applies here but might as well)…new (as in new for me) music helps regardless.

I will never forget that day I was crossing through the crowd during Warped Tour 1998 and I bumped directly into Tim Armstrong of Rancid (idol dude right there) and I looked him in the eye and we connected, I said "hey brother, how are you?" and he replied "everything is cool man!"….

"When I got the music I got a place to go."-RANCID

STAY VICIOUS- the lyrics….

Well I feel just like a stranger
I don't sleep at all anymore
And the arms that used to hold me
Well now they done me harm
And I feel just like a murderer
And I feel just like a gun
I've been shakin in the hand of somebody
Whos finally had enough

As you step out into the city
No one to find you or recognise
As your black heels kick out the beat
Of my heart in perfect time
Singing la la la la la lala la
Look at you saving my life
Singing la la la la la lala la
Tonight you're saving my life, yeah

Now I've had the saints and patience
And I wait on the telephone
I have bills for this
Tabs for that
Something that used to resemble a soul
So wont anybody take my hand
And wont anybody ease my ache
And I still love rock n roll
And I still call somebody baby

As you step out into the city
No one to find you or recognise
As your black heels kick out the beat
Of my heart in perfect time
Singing la la la la la la la la
Look at you saving my life
Singing la la la la la lala la
Tonight you're saving my life, yeah
Singing la la la la la la la la
Lean on the end of the knife
Singing la la la la la la la la
Tonight you're saving my life, yeah

STAY VICIOUS

Let's start a fire...

Taglines are probably the second most noticeable element of a business identity. Taglines are often just a few (powerful) words that define the product or service offering, they can incite to buy as well as build trust. We all can name several famous taglines without any hesitation. I will list a few just so you get the idea…

Nike- Just do it

Chevy Trucks- Like a rock

BMW- The ultimate driving machine

Subway- Eat fresh

McDonald's- I'm lovin it

Trix Cereal- Silly rabbit, Trix are for kids

Since 2006, Cavotu has been using the taglines "STAY VICIOUS" and "GET BARRELED". Both taglines are printed on every single Cavotu label and/or packaging materials etc. Here is an example of our tagless screen printed tees as well as a woven patch inside our headwear. Details matter!

I realize this blog post is about "STAY VICIOUS" but I have never fully explained the meaning behind "GET BARRELED" which I coined in 2006 while I was obsessed on the feeling of surfing inside (the barrel) of a wave. "GET BARRELED" has roots in surfing but I cannot help but think of LIFE as a wave, we are all riding different shapes and sizes, we have to learn how to adapt in order to get the best ride. In 2013, I wrote a blog entry about a similar topic, you can read it HERE and HERE. I take this shit serious, like an elephant I never forget!

In 2005, I was reminded by several fashion industry folks about the importance of protecting my artwork, logos, names, photos etc. I have a BA in advertising/marketing so I am familiar with how things work in the biz. Creative cats are always looking with eyes wide open at how they can flip/twist/distort and recreate what has already been done. I knew my taglines were solid even back then (yes I can say that with confidence) and I knew it was just a matter of time before others used them.

Officially registering the word Cavotu and the Cavotu logo was a major priority so I focused on accomplishing that goal first. I was designing several graphics all at once (slightly carried away/excited) and not worrying about protecting my taglines. The trademark process took 15 months to complete. One of my screen printers suggested that I mail myself my original sketches/art as protection in the event that someone tried to steal my ideas as their own in the future. I followed his advice and still have the envelopes dated and sealed. I realize these are not official documents and will probably not hold up in a court case but I never imagined having to battle it out with anyone. Today is still not the day but it still makes for a great story aka blog entry.

In the early years, I would often listen to old school punk rock such as the Sex Pistols while I was designing products (music still inspires tons of ideas even today). I became obsessed with the rawness of Sid Vicious, his energy, his defiance, his signature necklace etc….I know the dictionary defines the word Vicious as wicked or cruel, villainous, unpleasantly severe but that is not why I was drawn towards it. I really liked the way it sounded as it rolled off your tongue.

In 2006, I coined the phrase "STAY VICIOUS" as in "be cool and deviate with attitude." The first graphic tee using this tagline was a hand drawn profile shot of Sid with a Cavotu neck tattoo (still ink free but maybe someday I will slap this bad boy on my neck- never say never). The original concept was to create an all over print (this was HUGE/played out back then) with Sid's profile shot but my screen printer said it was "too complicated" so I ended up with a centered version with only 6 Sids instead. I hate settling but what can I say. I later released a right chest version on Athletic Grey.

The meaning of "STAY VICIOUS" has evolved over the years as life did a wonderful job at kicking me in the nuts. I was forced to overcome obstacles and tackle new challenges. If you asked me today what the tagline stands for, I would say "never give up and never forget." Cavotu has survived because I have "STAYED VICIOUS"and I will continue to do so. I did it my way and the ride has just begun.

Cavotu has had an active presence on Instagram for a few years. If you follow our page you will notice that I use hashtags on every post. Hashtags have proven to open several doors aka connections for the brand so I am a believer, I am drinking the Kool Aid. My bread and butter trio of #stayvicious #getbarrled and #cavotu hashtags are added to every picture that I post. 100 weeks ago I posted a picture of my daughter and used the hashtag "STAY VICIOUS" for the first time. This photo is the 17th post ever on Instagram of someone using the "STAY VICIOUS" hashtag. As of right now there are 1,103 posts with the hashtag "STAY VICIOUS."

Now apparently I am not the only one who has embraced the "STAY VICIOUS" life. Etchy, a white female rapper from middle America has the tagline tattooed on her wrists and it has become her mantra after her child passed away. Etchy reached out to me on Instagram and thanked me for joining "her movement" to which I replied that "STAY VICIOUS" has been my tagline since 2006 so instead I thanked her for joining my movement! Etchy never replied again but she still uses the hashtag "STAY VICIOUS" in every single post. This is a screenshot of a simple IG search under the hashtag "STAY VICIOUS" and basically the pattern goes Etchy, Cavotu, Etchy, Cavotu repeat.

So about a week ago something new appeared while I searched the "STAY VICIOUS" hashtag. Yes there was still the Cavotu and Etchy pattern but we had a new friend (a logo) in the mix. A red and white upside down heart, a band name I was familiar with…a new album?…a new song?…a song called "STAY VICIOUS"….Really?

Unfortunately the one thing I lost track of lately was the music scene so I don't know much about the Gaslight Anthem boys other than they are from New Jersey and people are calling them a modern day Bruce Springsteen type of rock and roll.

For 8 years I have associated the tagline "STAY VICIOUS" with Cavotu and now the Gaslight Anthem fans have an entirely different association with the word and its meaning/history. Where did the Gaslight Anthem get the tagline? Who thought of it? Will the Gaslight Anthem thank me for joining their movement too?

If the Gaslight Anthem had decided to call their new single "Just do it" we would all say why the Nike reference?

So why the Cavotu reference guys?? Please feel free to contact me!