Two Young Entrepreneurs Imbue Their Fashion with ‘Style’

BY SONJA MAGDEVSKI

For Asher Ross and Kurtis Major, their work day starts by checking the surf. If it’s good, they’ll be riding waves “until they can’t move”—all the while being inspired to create the next design. This is precisely what motivated them to start their clothing company, Culture and Propaganda. As the third generation of their families to grow up in Malibu, they say it is impossible to live here and not be influenced by its natural environment.

So whether they are surfing, fishing or enjoying the sunset or sunrise, they are working, absorbing their past, present and the beauty that surrounds them as those before them have done.

“All our family and friends live in Malibu,” Ross says. “Our families lived here when it was just the sticks.” “A cowboy town,” Major interjects. “When you are from Malibu, it is in your blood,” Ross continued. “It also means you are a little crazy from birth,” Ross laughs. “Because coming from a small town….” Major adds. “That we can come from a place so incredibly beautiful is amazing—your imagination just opens up,” Ross concludes.

Ross and Major have known each other since childhood and, in high school, persuaded their art teacher to teach them printmaking. She agreed, as long as they worked hard and started with the basics, which they did.

They learned silk-screening, stamping, everything they needed to add another dimension to their art work. They would spend hours drawing and painting (which they still do), trading sketch books. Taking up where the other left off.

They knew they wanted to print their art on shirts, which to them was the same as printing on canvas or wood, “Just another way to express our artistic values,” Ross says. “Except now, it’s kind of cool to have art you can wear.”

They knew they had to have a great name to sell clothes. They already had the Propaganda part of it down, but needed another element. In 2004, while sitting in Major’s kitchen drawing and “yelling at each other,” as they say, someone threw the word Culture into the mix and it all made sense. Culture and Propaganda was officially born.

To truly make it a reflection of their life and their art, every design is handmade in a collaborative effort. The purpose of their work is manifested in a fictional character they have created named Clyde Jackson who they say is a legend. “Clyde is basically the embodiment of what Kurtis and I do. He represents Malibu and the shared nature of our work,” Ross says. “I couldn’t agree with you more,” Major adds. “Clyde’s essentially the embodiment of Malibu, with no limit to its content and no limit to its colors.” “It’s our emotional expression put out there.”

Culture and Propaganda now sells more than 20 products, consisting of short-sleeve and long-sleeve t-shirts, sweatshirts, and tank tops for men and women made in downtown LA in super-durable and ultra-comfortable material printed in a variety of colors with designs named “PR Shark,” “Cry Baby,” “Fun Lover,” and “Sad Eyes.”

They say it takes about 300 hours of work to come up with an agreed-upon design, since out of a 200-page sketch book covered in artwork, they may only glean two or three designs. But all of their efforts are paying off.

While their clothing is not yet widely distributed, this summer Ross and Major will unveil a number of new stores, as well as a variety of product placement in films that can not yet be revealed because of contractual obligations. “Put it this way, this summer, the A-list of the A-list will be wearing Culture and Propaganda.”

They have already received impressive acclaim for a young company run by young men, having been featured in a number of media outlets including Fashion TV and People magazine. They also participated in a 2007 Oscar suite party hosted by actor Mark Wahlberg, and collaborated with local Malibu band Simon Dawes to design a t-shirt sold at Simon Dawes concerts. On May 3, Culture and Propaganda will be featured in the “30 Under 30” awards celebration hosted by Entertainment Tonight, where LA’s hippest and hottest actors, musicians and entrepreneurs are honored.

Ross, 21, and Major, 20, say all of this recognition is incredible for simply doing what they love to do. It is almost grounding, they say, to be recognized for their hard work and honesty, and for being themselves.

They both agree that they couldn’t have made it anywhere without the tremendous help and support from their families, friends, and business mentors who have provided the encouragement, knowledge and guidance to help them move forward. Their next goal, they say, is to one day soon wake up and be dressed head to toe in Culture and Propaganda clothing.

Next to everything being designed by hand, their number one requirement for their shirts is that they are made from durable material that is ultra comfortable.