How long have you been doing what you’re doing?

Our screen-printing shop has been around in one form or another for about 25 years. The current owner took over about 5 years ago, and the guys that run idiotgenius (printing, sales, art, web stuff) have been here for long enough to know you can’t get rich on a t-shirt line. We started the beginnings of idiotgenius about a year ago, but we have been talking about designs for what seems like an eternity.

How did you start your brand?

Mostly it came from boredom and messing around at work. We have been blurting out funny shirt ideas in the shop for about as long as we have worked here, then actually print them when the shop is slow.  In the early days (pre 2007) we would make a shirt that we wanted for ourselves, give one to all our friends, and then sell 10-20 on ebay to make our costs back and break even.  In 2008 and 2009 we attended the MAGIC/ POOL Tradeshow in Las Vegas and we realized that we already had all the pieces in place to run our own line of shirts.  Soon after we hooked up with an amazing local web developer and started building the site, working after hours to print our designs. We’ve got some killer photographer friends and got them to shoot it all up for us. When we had 12 designs we launched the site and had a huge party at the shop.  The rumor is we did all of this work just to have a huge party……I hate to admit it, but the rumors are true.

How did you come up with the name idiotgenius?

Idiotgenius just describes us perfectly.  Most decisions we make around here are either brilliant or ridiculously stupid.  In the past we’ve spent money on things that can either blow us up or put us out of business.  But when it comes down to it, that’s really the only way to run a company.  Sometimes the most brilliant things in life were thought up by total idiots, and sometimes a genius is the dumbest guy at the bar.  It is like a yin and yang thing, alpha to the omega, Turner to Hooch, Legends of the Hidden Temple to Guts…if you know what I’m saying….

Where are you based and what do you like (or dislike) about living and working there?

We are in Fort Collins, Colorado, and we love it…I want to go on and on about how great it is, but I like how low key it is right now. I suggest at some point in your life you check it out.

What qualities set you apart from other T-Shirt making companies?

We are the most motivated overachiever stoner losers that you have ever met.  Seriously….

What is your process for creating a new T-Shirt, do you screen print yourselves? Etc.

We drink beer and medicate….then we try to make each other laugh.  We’re all such tight friends that most of our ideas come from sitting around telling stories.  We’ve also got a greaseboard in the shop with a weekly topic, and as people walk by they can add ideas or expand on stuff that’s already up there.  Once we get a great idea, we get to work.  We do print our shirts ourselves, it is not as easy as a lot of people think.  Like anything in life, it takes a whole lot of practice to be good at it.  We have one 8 head M&R Sportsman and one 12 head M&R Sportsman, and we get all ”gangster boogie” on them…if you get my drift.

What inspiration/influences do you draw from when creating new designs?

Anything that we think is funny or brilliant.  Housepoints if it is both at the same time.

Do you bring artists/designers in to collaborate on T-shirts? If so, how do you go about finding them and deciding to include them in your line?

We have a few amazing artists on staff, but on occasion we buy designs from freelance artists. Folks are doing sweet stuff on shirts these days, but we are looking for simple elegance.  The best artists can convey what they are trying to do in 2-3 colors of ink and use the color of the shirt in their design rather than working against it.

What were you doing before this?

All sorts of things….we’ve got graffiti artists, brewers, dairy farmers, growers, parking nazis, moonshiners, tractor salesmen, forklift driver in a box factory, our Uncle Ralph was in the mob (no joke).  We all came to the shop under different circumstances, but this place will change you into something more.  It is kinda creepy…. We are all pretty lucky we ended up together.

When are you most productive? Do you come up with your best ideas while your just hanging out or in a full-fledged business brainstorm session?

We like to have fun…..We get into some frosty good guys and hang out until something comes out, it is not really hard when you have a room full of creative people.  We love puns…If you bust out a sweet pun you get huge respect around here.

Is there any direction you hope to take your line in the next year or so? Are you planning on doing anything differently?

We really just want to be happy and healthy as people and as a business. We want to keep it real and never take ourselves too seriously…Things get weird when ego gets involved.  We will always try to adapt to challenges we face, but honestly, we just plan to still be drinking and laughing for the next 60 years. The human condition is mostly hilarious and if you can’t laugh at it you are just a dick.

Five songs you can’t stop listening to right now?

Kenny Loggins- This Is It
The Black Keys -Sinister Kid
Sharon Jones and the Dap Kings-Better Things
The Budos Band-Rite of the Ancients
Jamie Lidell- Another Day (play this song for your partner…..thank us later)

What do you like to do when you’re not developing and distributing awesome T-Shirts?

We ride bikes, drink beer, check out music, ski in the winter and hang out on the river in the summer.  Sometimes all in one day.

Any last words or shout outs?

For sure….We are not who we are without the people around us…We are thankful to all the people who have helped us out over the years……here are a few you should check out.

Eric Noon- http://ericnoon.com/
Aaron Greufe- http://www.aarongreufe.com/
Darren Muhuron- http://www.summitstyle.com/
Sonja Kruger- http://sonjakrugerphotography.tumblr.com/
Magic Cyclops- http://www.myspace.com/themilehighmadman

Big thank you to Elyse Bonner at American Apparel, and last but not least…..Mr. Patrick Murphy…..You are the wind beneath our wings.