NEW YORK — Heidi Minx is running out of bare skin.
From the nape of her neck down to her ankles, her body has been used as a canvas for 11 tattoo artists who’ve put in more than 300 hours tattooing her.
In 2001, Minx teamed up with tattoo artist Franky, so well-known in the tattoo world for inking people like Ludacris and members of the Wu Tang Clan that he doesn’t require a last name. Together, they formed Franky & Minx, a lifestyle brand built around Franky’s designs. They began by putting tattoo artwork on tanks and loungewear. For spring 2005, Franky & Minx has introduced a fashion line of T-shirts to select chain stores and specialty boutiques.
“I saw other people putting artwork on Ts who weren’t authentic artists and it really bothered me,” said Minx, president of Franky & Minx. “People were trying to pick up on the alternative culture but they didn’t understand anything about it.”
Minx knew the life because she lived it — every day, in fact: Her friends were the first to wear Franky & Minx designs, as they happened to be members of hard-core and heavy rock bands such as Hazen Street, Sick of It All, Hate Breed and Drowning Pool.
“There’s a desperate need to have credibility, and there needs to be a brand that ties fashion to rock ’n’ roll,” Minx said. “And I don’t mean another pop tart starting her own clothing line.”
Franky & Minx fashion T-shirts will wholesale in the range of $10 to $25; loungewear and tanks wholesale for less than $12. One of the styles will sell exclusively through the Goth chain Hot Topic, landing on shelves in May. There are eight tops in the line, with some incorporating multiple graphics.
Franky & Minx has designed limited-edition scooters for Malaguti, snowboards for Lamar, cell phone wallpaper distributed through Univision and Def Jam, and custom apparel for pop artist Avril Lavigne. In mid-May, Jones Soda, the Seattle-based soda company, will release a Franky & Minx-designed label on 80,000 bottles sold at beverage retailers nationwide.
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“It’s not rocket science to have multiple price points,” Minx said. “I’m just applying what was a couture strategy to rock ’n’ roll.”
Whether she’s acting as DJ in clubs in Berlin or Tokyo or talking to kids at the Warped Tour, Minx acknowledges her strength lies in being completely immersed in youth culture. In order to take Franky & Minx to the next level, she’s selling part of her company.
“We’re for sale,” Minx said. “We are currently looking at manufacturing and distribution partners. I’m good at marketing and understanding youth culture. Other people are good at production and growth. Together, we could be a force.”