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Entropic Tees Company History
"Nnn...Nnn-Tropic tees runs on...nnn...soul power!" exclaims Michigan-based Entropic Tee's President and CEO, Freddy Benstein, 47. "Nnn...put my dreams on your....nnn...chest and...nnnn...give your heart a vacation!" Benstein is big on slogans, because he's big on dreams. In 1995, while water-skiing with his family on the Lake of the Ozarks in southern MO, Benstein suffered an accidental fall that rendered him paralyzed from the knees down and slightly impaired his speech. In addition, his nighttime dreams became ultra-vivid, and he began remembering each one in photo-realistic detail. Forced to abandon his career as a cross-country dog trainer, it occurred to Benstein that he could put his dream-images to good use. "Nnn...when I was learning to...nnnn...walk again, all I wanted to do was...nnn...take another vacation," says Benstein. "When you...nnnn...sleep and dream...nnnn....it's like taking a vacation in your head. So I decided to...nnnn....make T-shirts using images that would come to me...nnnn....in dreams, to remind me that there's more to life than...nnn...career setbacks or physical problems." Benstein decided to call his company "Tropic Tee's" to forward his "dream vacation ideal" but his wife, Mamie, an agricultural geneticist, misheard him. "I thought he was saying, 'Entropic Tee's, Entropic Tee's, Entropic Tee's' which I thought was very clever," says Mamie Benstein, 45. "As it turns out, he was saying, 'Tropic Tee's, Tropic Tee's, Tropic Tee's,' and I just misunderstood him." In early 1996, Entropic Tee's was born, built from nothing into a statewide phenomenon in just a few short years. E.Tee's doesn't just make T-shirts these days. Coffee mugs, aprons, thongs, and a wide variety of household products can be emblazoned with Benstein's quirky dream-images. "These are designs you're not going to find anywhere else," says E.Tee's marketing director, Vincenzo Piccolo. "They're for people with an advanced sense of humor, style and self. Eat your heart out, Hugo Boss!" |
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May, 2012
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