Lovemakers p37

Bright Light Fever p36 moonshyne p 38

navigating city life issue 17

Indie
pendence
day Nicacelly and why her
day has come!

microbrews

Inside FREE
a Grub Kitchen p16 (in Lifestyle p 9) Micro-
the addict merchants p40 (in culture p 31 ) Brews
A JelLio Living room p24 (in Products ) p 21 Guide!!
BIY: Tshirt lINes p58 (in Features ) p 49
 Navigating City Life

Founder & Editor-In-Chief

Rai-mon Barnes
rai-mon.barnes@LEGENDmag.net
Creative Director

kc! Bradshaw
kc.bradshaw@LEGENDmag.net
Photo Editor

Amanda Lopez
amanda.lopez@LEGENDmag.net
Copy Editors

Kasey Caillat
kasey.caillat@LEGENDmag.net
Senior Staff

Tyler Mussetter
tyler.mussetter@LEGENDmag.net
Contributing Hands To This Issue:
Ryan Bailey, kc! Bradshaw,
Choicecut, Matt Ferro, Chris Guest,
Mikey J, Anne Lappé, Lisa Light,
Maro Marsicano, Nima Nabavi,
Nemar, Shaun Slaughter, P. Williams,
Davis Wolf, William M Yates III
Contributing Eyes To This Issue:
Stephanie Bouzard, kc! Bradshaw,
Paul Brizuella, Veronica Gordon,
Stephanie Graham, Amanda Lopez,
Daniela Mejias, Lance Mercer,
Tyler Mussetter, Oneeyewilly,
Richard Stofle, Robyn Twomey

Publisher

Chris Guest
chris.guest@LEGENDmag.net
Marketing Promo

Matt Chong
matt.chong@LEGENDmag.net
Advertising

Chris Guest
advertising@LEGENDmag.net
415/ 254-1175
©2007 LEGENDenterprises. All rights reserved. Reproduction of
any content without written permission is stritly prohibited.

COVER PHOTOGRAPH: Robyn Twomey

CORRECTION: In LEGENDmag 16, we incorrectly

listed the photo of Psalm One to Stephanie Graham
when it should be attributed to Jennifer Tamez..
The editors are deeply sorry for the misprint.
(888)360-2999
 EDITOR’S NOTE LEGENDmag MAIL
Word Up, Son... You talk, we listen... sometimes!
this one is for you, head!

NAVIG LIFE...
ATING
cNDITENTY ISSU
INDEPE
LIEfE
16

THE LI
FE
MORESAVAS ARE ABOUT
MUSIC THAN T
HE

PLUS
P.O.S :
BLACK/ 2 HERMAN
DJ PLAT LABEL O / HA
URN / / IDOL RA MB
PSALM DEC UGER EYES
1 / JRAW
LS
Fr
Free
ee

Welcome to the new world of “lets market Dear LEGENDmag,

and brand everything whether the product,
company, or person is actually worth it or not.”
Yup, if you have a cool logo and someone
else who’s already out there says you’re cool
then look out! Flash-in-the-pan stardom is
sure to follow.
Magazines, clothing lines, car companies,
boutiques, online communities, and even
Wow! You guys are really stepping it up. I saw
that last mag in like 20 different shops and then
went back to get another one for a friend and
they were all gone. I love that I’m on page 27
but really this is by far the best mag you’ve put
out. Some of us out here love you no matter
what. Keep it up guys, when’s the next event?
Donny from Sacramento, CA
Thanks! We love you too Donny!

governments have forgotten the basic need

to serve the people. Look for a gap in the
market and fill it, remember that?
Let it be said right here and now that we
are here to stay and give you what you
need, not hype your life with bigger than
tomorrow lies and promises.
If we are at an event, it’s because we know
the scene, not because we’re “covering a
scene”. If we have a product it’s probably
because one of us tried it, and not because
it was sent free-of-charge, and if we put
someone in our magazine we believe in
them, they’re not just a story. It’s called
integrity, remember that?
Rai-mon Barnes
Love, Peace, and Hair Grease!
Dear LEGENDmag,
I was really happy to see a great group like the
Lifesavas on your last cover. Those guys aren’t
known and no one would ever dare put them
on a cover. So I just want to say thanks for
covering all the things no one else does.
Pete from Berkeley, CA
We do our best. Staying up to date.
It’s not as easy as it looks.
Dear LEGENDmag,
That last issue was packed full of great articles
but where are the great maps and listing I used
to see more often? I look for you guys to keep
me up-to-date on the new places to shop
and eat and drink (and did I say drink?). Let me
know and I’m there.
Cassandra from Davis, CA
Check out the free Pocket Guide in this issue!
 News............... From sex to sneakers

Lifes9ty
and Chess to music it’s
Pages 10 thru 12 covered.

9 e
l Gallerys......... Some
Pages 14 and 15
art shows that you
missed and shouldn’t
have.

BE IT YOURSELF. How to have a “Grub”

Kitchen. How to eat and
Pages 16 thru 19 keep it simple.

Vanessa and crew

@ LEGENDary ‘07
Design Within Reach
photo: Tyler Mussetter
 AURAL POLUTION WHAT U In the
10
Grandpa Grumpypants mood for?
waxes poetic about noise.
Opinion Sex before you leave is the new black!
10

XXX
Since when did the DJ become the
musician? And for that matter... when did
the musician become the DJ? And since
when was it okay to play your own flippin’
record at a concert and have it stand in for Discipline and routine in a relation-
a live performance? ship can be a great thing. It helps
your partner know that you can
PEOPLE, WAKE UP! Recognize it for the
be there for them when the time
steamy road-apple it is!!!
comes, but it can wreak havoc on
Likewise, there is absolutely NO reason your sex life. 
why you should clap and cheer to have
There’s nothing worse than doing
a DJ come back on stage to play an
things the same way, in the same
encore! It’s his job is to play continuous
place and at the same time. Here
music, people—that is why you paid the
to save your mate from monotony
$20 and stood around drinking all those
is a wave that’s hitting living rooms
overpriced Redbull Vodka drinks—so...
and patios across the country... sex
dagnabbit, you should be booing him if
before you leave to go out. 
he walks off stage before finishing his set.
Yes, we know, for most people the
And furthermore, while we are all here
entire goal is to leave your house
discussing things... a “rewind” should be
and catch someone to bring back or
completely banned from performance
get your significant other all steamy
etiquette. They spin the record back and
before bringing them home to
restart it... not because the track was so
romp. Well, this is one time where
good that they need to play it again, but
your partner won’t mind if you have
because the DJ flap-jacked his mix. You
your cake and eat it too! Who says
are getting hyped-up about a mistake,
it’s not OK to have some before you
remember this youngins!
leave to go out?
And while I am thinking about it... if you
Next time you’re leaving, right as
are so worried about the environment,
you are both starting to pick up to
why don’t you put a muffler on your
leave, start something! Catch the
rusted out VW? Damned hippies!! Noise
nape of her neck, bite the lobe of
pollution—which is just as bad as air
his ear, trust me they’ll love you for
pollution—is just as serious and far more
it. And because you’ll have the “I
deadly. Grumble.
just had sex glow”, everyone else
There I said it, you see the whole night will also
Grandpa Grumpypants love you for it.

Information in this section is for entertainment.
12
News
12
Stop Playin’ Games
First off, I have some news for anyone who’s
still trying to get the 60GB PS3: they’re not
making them anymore (gizmodo.com). Now
either you’re excited because you think you
have some kind of collector’s item deal, or
you realize that the PS3 boat is still taking on
water and you’d better jump onto that Wii
yacht pretty damn quick. In other gaming
news, have you seen the line up for the 2K8
football game? It includes Maz Makhani, and
features artists such as Rakim, Chali 2Na from
Jurassic 5, Pep Love & Casual of Hieroglyphics,
M-1 from Dead Prez, and Aceyalone.
Ear Me Out
First off, I heard that when the Battles album
came out, they changed the game and
moved the genre forward 10 years. In R.I.P.
news, Kyoto Beat Orchestra (Sacto fame)
have broken up? Say it ain’t so… we were
still in line for the interview! There have been
some grumblings about a possible OM: Soul
label out there, but who knows. I do know
that J Boogie and Sake 1 will be on tour
as the Bash Brothers, promoting Leftism
Vol2: Electric Bugaloo. If you’re good we’ll
be bringing them to you soon. Is it me or is
that Justice album reminiscent of dancing
the robot in a Michael Jackson video? Lastly,
I hear that we’ll be eagerly anticipating
Righteous Movement’s new album, aptly
titled “CPT” or “While You Wait”. More and
more music coming down the pipe for sure.
Albums coming to you soon: Buck 65, Mac
Lethal, We Are Wolves.
We Heard
It’s not a journalistic effort it’s for fun!
Kickin’ Rocks vI (for Planet)
Fatlace has its own Bike? That’s what I’m
talking about! How can we be down? In
sneaker news, I’m letting you all know now
that if I see any of you wearing, or worse yet,
waiting in line for the new “Darth Vader”
Star Wars shell toes, I’m cutting you off. I
like sneakers, I like Star Wars, but together,
they bring back memories of Payless Shoe
Source circa 1986. Damn I’m old!
Kickin’ Rocks vII (for Juelz)
Last but not least, there’s a new label that
you can only find in Hong Kong called
Unmarried. The shirts are made by a
gentleman named Koston Lo (slamxhype.
com). For the domestic version, please hit
up the offices and ask for the Editor-In-
Chief. By the way, if anyone out there still
has a pair of the white De La Dunks please
give a me a price; I’ll pay a month’s salary!
The Whine
If you haven’t trained your tongue to love
a great Spanish wine at this point, then
you’re way too street/punk and need to buy
a button up shirt or dress for once. If you
are already into wine and still don’t know
which ones to buy, then check out
tv.winelibrary.com (thanks Billy). Gary,
the host, has been featured in the New York
Times, has traveled all over the world, and
talks like my payroll trainee classmate from
the Bronx (whatup Anthony). With descrip-
tions that are down-to-earth and lively, you
would swear he was on ESPN. His goal is to
take the mystery and snobbery out of
choosing a good wine.
 1
4 Gallery 1988
Even
14 ts 1173 Sutter Street
San Francisco, CA 94109
415/ 409-1376

photo: Gallery88

Skate Life: A Freddi C Solo Exhibition

This show featured new paintings and prints by LA based artist, Freddi C. “Skate Life”
was the first solo show to take place at Gallery1988’s new location in San Francisco.

Freddi C is originally from London, England, but has made Los Angeles her home for
the past seven years. Before moving to LA, she lived in NYC for eight years, where she
worked as an art director for a textile design company. It was in New York that she also
started painting. After exhibiting in NYC, she took a break from painting completely
and moved to Los Angeles. In August 1999 she started a series of paintings entitled
“Flyer Miles.” Following the success of this series, she has been working full-time as an
artist, graphic designer, and curator—founding “STREETWISE” in 2002. One year later,
she opened her own gallery in Los Angeles­, The Lab 101 Gallery.
 UnitedState
1014 24th St
Sacramento, Ca. 95814
916/ 444-7230

photo: Paul Brizuella

UnitedState Events: Second Saturday

Before opening the boutique, the crew at UnitedState was hosting events. So it’s no
surprise that they’ve had another successful outing. DJ’s, shopping, good people, and
libations are always a good thing when mixed liberally. This event was no different.

UnitedState’s mini-block party gave us exclusive looks from Orisue, Acrylick, and
many others. UnitedState has definitely earned the right to be a cornerstone of all
things Indie in Sacramento. And one thing’s for sure, their August Second Saturday
event was crazy.

We’ve been told there is a bigger better version in the planning.

We’ll be waiting patiently!
 16 Better Off Read!
Addapted from Grub: ideas for an Uban organic kitchen
DIY by Anna Lappe for LEGENDmag

16

After searching long and hard, we located some

great information to help improve your eating habits,
modify your current shopping routine, and transform
the place it all comes together... your kitchen.
We tracked down Anna Lappe and Bryant grown, raised without toxic chemicals, and made
Terry—authors of Grub: Ideas for an Urban with fairness—“grub” for short.
Organic Kitchen—so you can ditch those So how do you bring more grub into your life?
frozen dinners and GRUB! It’s not always easy when we live in a toxic food
environment where most of the 40,000 items
Unless you’ve been stuck in a McDonalds drive-
in a typical supermarket—or on a Mickey D’s
thru for the last year, you’ve been hit like the rest
menu—are high-fat, high-sugar, and high-salt
of us with seemingly endless food scares—from
fare. In this environment, we’ve got to make
e. coli in your spinach to who-knows-what in your
conscious choices; it won’t just happen. Once
pet food. But these food scares don’t have to leave
you set yourself down this healthier path, though,
us feeling like nothing’s safe to eat anymore. They
it becomes easy—natural even—to choose the
can serve as a wake-up call to make conscious
options best for you. So here are five steps to help
choices about our food, and choose (when we
you bring a little grub into your life.
can) the safest food of all: Food that’s been locally
Step 1: Get Fired Up
Did you know that thousands of farmers and
farm workers are poisoned every year from the
toxic chemicals sprayed on our farms?
Or, that 1 in 10 of our health care dollars is now
going to treat completely preventable diet
related illnesses?
Or, that a kid born in the United States today can
expect to live less long than his or her parents
because of the food we eat?
There’s plenty out there to fire you up about
making different choices about food, from the
health reasons to the arguments for protecting
our land, water, and air from pollution. Need a
little shot in the arm? Check out books like Eric
Schlosser’s Fast Food Nation or films like Morgan
Spurlock’s Supersize Me.
Step 2: Choose Grub
As one of our nation’s preeminent thinkers about
food, nutritionist Marion Nestle, likes to remind
us, the best health advice is really quite simple.
She sums it up in fifteen words: “Eat less, move
more, eat lots of fruits and vegetables, go easy
on junk foods.” As a corollary, I’d add: Look for
organic and local, too! The choices will help you
get your hands on the freshest, most nutritious
food and help the environment and your local
farmers with every bite. For foods from far
away—teas, coffee, chocolate, spices—look for
the fair-trade certified seal, your best indication
that the products were raised by farmers who
cared for the land and were paid a fair wage.
Step 3: Do a Community Grub Audit
It may not seem easy to find grub at first, but
as you start looking, you may just be surprised
about all the possibilities under your nose.
Farmers market: Check the online listings at
www.localharvest.org to see if your community
has one of the more than 4,000 farmers markets
across the country. My Brooklyn neighborhood
might not strike you as a bastion of local food,
but the borough is home to many of these
bustling markets, most open year-round, even
in bristly East Coast winters.
Community Supported Agriculture Farms
(CSAs): Want to become a member of a farm
and get fresh produce, sometimes even meat,
dairy, honey, and more, throughout the harvest?
Join the thousands of Americans in almost
every state, who are members of nearly 1,200
“Community Supported Agriculture” farms.
Check out www.csacenter.org.
Food Cooperatives: Community-owned food
co-ops a great sources for affordable, healthy
food. Often member-run, and always member-
owned, these stores may seem indistinguishable
from a standard store, but have lower overall
mark-ups—they don’t have the same profit-
hungry shareholders to please—and steep
member discounts. See if you have one near
you at www.localharvest.org.
Step 4: Find the Real “O”
How do you know if you’ve got your hands on
something that’s really organic? Here are some tips:
•• Look for the USDA organic seal. That’s your
absolute guarantee that the food has been
made without most man-made chemicals
and, when it comes to dairy and meat, that
antibiotics and hormones weren’t used.
•• Watch out for lofty sounding brand names
and be wary of “All Natural” or other health
claims. There was a recent flurry of renaming
in the food and beauty product aisles with
words like “natural” and “organic” popping
up everywhere. Don’t be fooled by a name:
Unless you see the seal, you have no guaran-
tee the product is organic. (Note: At farmers
markets, you’ll notice some farmers don’t
have a USDA certification; for small farmers,
 even many with great ecological practices,
the official certification is too expensive and
cumbersome to be worth it. In these cases,
just ask! The farmer will let you know what
chemicals, if any, they use.
•• For produce, look for the PLU number, the
number on produce stickers: If it begins with
a “9” and is five digits long, voila, it’s organic.
Since this is a voluntary sticker, best to still
look for that USDA seal, too.
Step 5: Create Your Fast Food Kitchen
Make it easy for you to cook with grub, by
creating your own fast food kitchen, stocked
with the staples just right for you. Here are
some suggestions:
Beans and Legumes: A great base for many
cuisines, keep your favorites on stock: like black-
eyed peas, chickpeas, lentils, pintos, or split peas.
Rice: Keep a variety including at least one
Basmati and one brown rice.
Produce: Always try to have some onions, garlic,
and potatoes, produce that lasts long in a cool,
dry place. When in season, keep lemons or limes
around to add to recipes or tall glasses of water.
Herbs and spices: Your spice rack is your kitch-
en’s foundation. Along with sea salt and whole
peppercorns, stock these common spices: Basil,
Cayenne pepper, Coriander, Cumin, Curry, Red
pepper flakes, Rosemary, and Thyme. Choose
dried when fresh herbs aren’t available. (1 tea-
spoon dried for every tablespoon of fresh).
Olive oil: My favorite oil, I like to keep a more
expensive (and flavorful) variety for dressings
and dips and a cheaper one for cooking. (Many
ethnic dishes call for nut or seed oils, but unless
you cook with these often, don’t buy large
quantities. They can go rancid quickly).
Vinegar: Keep a good balsamic and at least
one kind of rice vinegar on hand.
Canned Tomatoes and Tomato Sauce

Pastas: Another great basic to have on hand for Sweeteners: Try better-for-you sweeteners than
simple dinners on the fly. white sugar, such as honey, maple syrup, and
raw cane sugar.

from Anna Lappe and Bryan Terry

“We have been looking for a way to remake our kitchen so it has exactly
what we need to make healthy meals at all times. With all of
the disinformation out there we were really
excited to run into Anna and her book GRUB.”

“Saying something is organic is just as good as

saying a business is “green” nowadays. Whether
in the store shopping, reading or watching the
tube you can’t get away from the buzz words,
so it was important for us to be able to try and
tease out the real from the fake. Enter Grub!”

Find Anna at smallplanetinstitue.org

Find Bryant at b-healthy.org
MAITA SCION AND MARRS PROUDLY PRESENTS

RELAUNCH
WITH SPECIAL CONSIDERATION FOR
SNOGISMS, PRETTY HAMMER,
LOVEMAKERS p35
BRIGHT LIGHT
FEVER p34 MOO

BLANKBLANK
NAVIGATING CITY
LIFE ISSUE 17

2ND
SATURDAY
OCTOBER
INDIE
PENDE NC13E TH

6 1.Ŧ.*%/*()5
@
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microb
rews
INSIDE
EVENING ATTRACTIONS A GRUB KITCH p50 (IN
THE ADDICT ME
EN LIFESTYLE ) p15 FREE
RC
A JELLIO LIVING HANT S p40 (IN CULTURE MICR
r

LEGENDMAG /UNITEDSTATE PHOTO-SHOOT )
p21

RO
BIY: TSHIRT LIN p58OM (IN PRODUC TS )
p24
p31 BREW
Dress-to-impress and get in on the action! ES (IN FEATURES ) p47
GUID
r

IKON SHOPPING CO-OP
Discounted clothing, movies, and more!
r

THE “RUBY DEL TORO” ULTRA-LOUNGE AND BAR EXPERIENCE
Free drinks for the first 250 people, sponsored by Red Bull and Design Within Reach
r

DJ’S—SHAUN SLAUGHTER, ROCK BOTTOM, JOSH, MADPLANET
Spinning hip-hop, rock, house, and downtempo throughout the night
r

HOME MOVIE STORE FILM-FESTIVAL MADNESS
Bring your short films to showcase on the big screen
hom
e re
sto
movie
 21 News............... Icon Apparel looking to
take over and Hiero Jeans
Produc Page 22 are taken no shorts.

21
ts
Branded......... Read the results of our
product testing and our
Pages 24 thru 29 2cents on new brands.

Rubix Cube Tables

Made by Jellio
photo: Jellio
 22
News Icon Apperal
Group
22
Domination ...from Sacramento?
Who knew that most of your favorite
brands are printed in Sacramento, CA?
We did; Icon Apparel Group is one of
the most credible clothing production
houses in the urban market.
Brands like Zoo York, Upper Playground,
Diamond, and many others have been
using Icon for years. Meeting up with
Juan Carlos, Icon President and Lacadia
Tank Theory Operations manager, has
become a regular occurrence for us
around here. On a recent visit to their
new production location, you get the
sense they may be trying to take over
the world.
To round out their business, Icon Apparel
has also invested in a store-front on K
Street in Sacramento called Toyroom
Gallery. Although the name and gallery
are partly owned by John and Craig (local
Sacto icons), Icon runs the apparel retail
portion of the store.
The goal here is to run an operation that
has its hands in the manufacturing, distri-
bution, and retail of apparel, and it looks
like they are succeeding.
Look out for Icon in tomorrow and
the years to come.
Hieroglyphic
Denim jeans
Hiero Emporium presents...
The Hieroglyphics have been
consistently delivering great
music and a consistent work ethic
since they began in the early 90’s.
Now they have announced the
introduction of their new line of
high quality denim jeans for men
set to release in August 2007.
The first release, which consists
of a hand-numbered, limited
edition vintage indigo “Basic”
style denim will be initially
released exclusively online. This
will be followed by four different
denim jean styles. “It’s about
time for Hiero to step it up; it’s
like a natural progression for
us. We can’t keep our t-shirts
and other Hiero paraphernalia
on the shelves, so we figure it’s
time to come with the high end,
top of the line fits.” said Casual,
co-owner of Hieroglyphics and
conceptual designer of the new
product.
“So far, we’ve gotten quite a
bit of interest from buyers and
stores all around the world. It’s
an exciting time!”
Ma^;en^<n^bl GHPHI>G
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Hi^g&ZbkIZmbhG^pF^gn0?eZmL\k^^gl
=ClMankl]Zr%?kb]ZrZg]LZmnk]Zr

28th & J (above Centro) • Peep the new site at bluecue.com

 24
Year Founded: Jellio was founded in 2006
Product Category: Furniture/home furnishings
Lead Design: Mario Marsicano, Chris Lenox
Brand Philosophy: We make home furnishings
based on fun childhood memories.
Brand/Product inspirations: Toys and games
from our youth (primarily the 70’s).
What are you most proud of at this point?
Turbo was a limited edition (10 were made) wall
art piece that sold out in six weeks. And our
gummilights are our most successful item.
Plans for the future? Continue to increase our
retailer base to get out to as many consumers as
possible. Also, to begin making childhood-themed
items outside the home furnishings category.
If you could pick a spokesperson for your
company, who would it be? Myself, Mario
Marsicano
Location of headquarters: Our studio is in Red
Hook, Brooklyn.
Places to purchase your product: Jellio.com
Price point of your product: $2500.00
jellio.com
microbrews
Cruise through all the best local
bars and microbrews, with our
top selections and expert advice.
Just grab the guide, pick a map,
flip a coin, and you are quickly on
your way to liquor nirvana.
 26
What was your product made to do? Ningyo
Project Gosho doll is a comparative arts study,
analyzing themes and values between tradi-
tional and contemporary art as is translated
on a traditional gosho form... it’s meant
to draw parallels between collector’s and
artist’s wants, needs, and philosophies... it’s to
provoke, invoke and inspire. 
Brand Philosophy: We want to provide high-
quality, collectible pieces .  We are known for
our very elaborate printing, high-detail, large
sized figurines.  We champion what we like.
Lead Design: Ningyo Project/Lost Angel/AXIS
OF EVIL
What your most proud of at this point? We
believe that we have had a hand in curating
and positioning this product category and
challenging tastes.
Plans for the future? 20 more  lines in the
queue... sleep hopefully!
If you could pick a spokesperson for your
company who would it be? Simone, my
partner... she’s much more eloquent than me.
Price point of your product: $80-$150
What is your product made of? Vinyl , a lot of
hard work and a lot of love and care...
Founded by: Jonathan Cathe and Simone
Richlin in 2006
Location of headquarters: West Hollywood, CA
Product Category: Designer Vinyl, Limited Ed.
Brand/Product inspirations: Pop Culture,
Animation, Art, Multi-culturalism, and Detail.
superradtoys.com
Product Category: Gadgets; Barwares; Promotional Products

Brand Philosophy: Think

Brand/Product inspiration: A desire to be creative, have fun, and do

things no one has ever done.

What your most proud of at this point: At this point, as much as the
outstanding quality, innovation and design the Ice Jacket offers, I am
most proud of my perseverance.

Plans for the future? In addition to numerous additional patents

supported by products that have already been designed, my plans for
the future include moving my family to the Rocky Mountains.

If you could pick a spokesperson for you company who would it

be? The ultimate spokesperson for the Ice Jacket would be a cross
between Gatsby, Jean-Paul Sartre, and Bill Gates.

Founded by: Davis Wolf

Year Founded: 2003

Location of Headquarters: Naples, Florida

Lead Design: Davis Wolf. CAD by Clinton Percy, RapidPro,

Longmont, Colorado

icejacket.com

2cents
Talk about being a skeptic. Most of our staff felt this would
be a product that promised more than it delivered and
we’re happy to say we were dead wrong.

The fill up is easy (we didn’t even read the directions) and
even though we had to lean it to the side to fit the freezer,
this posed no problem to the process.

The best part is watering down the outside and getting

ready to reveal the icey coolness that covers your bottle of
Kettle One (always premium). It’s like Christmas opening
it up and seeing what you’ve created. Kudos to the ice jacket.
Time to throw a house warming.

28
After our real-world use, we found that the
execution left much to be desired. The seal
on one side was too tight, while the other
one leaked air—making it hard to suck
Brand Philosophy: Stands for fun and functional
beverage products that help active people keep
properly hydrated!
Inspiration: Inspired by William Yates jogging and
hiking while carrying multiple beverage bottles
containing water and Gatorade®. He subsequently
decided to create an easy-to-carry bottle that could
hold multiple beverages.
What your most proud of at this point: Creating and
launching a product as good as SWIGZ from concept
to reality, and we want to thank all those who helped
us along to this point.
Plans for the future: We are working on launching
a SWIGZ™ Professional version later this year based
on additional testing with professional athletes
including different materials in the construction,
soft sports tops and gasketing for the cap. Also
working on a hand strap for joggers and other
versions with different sizes and on kids versions
If you could pick a spokesperson for your
company who would it be? Lance Armstrong—
he could have used SWIGZ while pedaling up
those French mountainsides representing
team USA!
Founded by: William & Julie Yates in Carson City,
Nevada, in the Spring of 2007
Lead Design: William Yates (W. Morrison & Co)
Product Category: Fitness Equip; Beverage Bottles
swigz.com
2cents
water out and remain dry. But honestly we
really wanted this product to work because
there’s nothing like Redbull and water while
you work it. We’ll be waiting for version 2.0.
What was your product made to do? To
capture and chronicle your life in video.

Brand Philosophy: The Viddyou design is

based on the concept of “keep it as simple or
advanced as the user needs, but always just
work.” As users become more comfortable,
the option is available to do more advanced
management of their vidds.

Inspirations: Flickr; LiveJournal; Apple

What are you most proud of at this point?

Viddyou was created out of our own need for a
different type of internet video community that
didn’t exist. Every time we get an email, or read a
blog post about how Viddyou is THE video site
that person has been looking for, we feel really
proud to be a part of a project that others enjoy
so much.

Plans for the future? The internet video

revolution has just begun and we’re rapidly
approaching the day when taking video to
capture a moment is just as common as taking
a picture is today. Viddyou will be debuting new
features, making it easier to capture and chronicle
your life in video and share those experiences.
Location of headquarters: Individual satellite
What is your product made of? Our systems offices in the San Francisco East Bay.
run Linux, Apache, MySQL, PHP with lots of
Founded by: Ryan Bailey and Aaron Wadler
caffeine powering the founders.
Year Founded: October 2006
Places to purchase your product: Viddyou
is available to everyone at no cost, over the Lead Design: Ryan Bailey
internet.
viddyou.com

2cents
Viddyou is an addictive site. After you
post, you’ll find yourself at work, at the
beach, on a date, or in your house think-
ing “damn I should record this and share.
One of the coolest things about Viddyou
is the fact that the community seems
more introspective, leading to hours of
great entertainment.
 News ............. The Plug Awards are
simply the best.
31
Culture
Pages 32

31
Show’n Tell.... Insight
artist.
into the brain of the

Pages 34 and 35

one time......... Your intro to some good

music.
Pages 36 thru 38

Feature....... Sacramento LEGENDs Addict

Merchants finally grace our
Pages 40 thru 43 pages.

Beatdown...... Albums battle it our for

LEGENDary status.
Pages 44 and 45

photo: Tyler Mussetter

Art on the walls

of the Capitol Garage
 32
Music Plug Awards
The best awards show
32 you’ve never seen.

We’ve been wanting to do this story for
a while. We’re always so excited when
award time comes around that we can
barely stop our hands from shaking to
type! Now that this year’s awards have
been given out and the frenzy has died
down, we figured its a good time to inform
you about the Plug Awards.
The Plug Awards are about “the whole
independent music community coming
together to recognize their own”. And not
to mention throw a fat middle finger to the
other awards shows who only recognize
mainstream hits. The Plug Awards are the
only place you’ll see J-Dilla and TV on the
Radio winning award after award.
Make sure you hit up the site and vote for
your favorites this coming season. Voting is
free and every is welcome to partake. Also
look for events in your neck of the woods,
no matter where you are.

Award
Categories
include:

Music general Music Obsessive Media general Media obsessive

•• Album of the year •• Artist •• Music website •• Zine
•• New artist of the •• Live act •• Music blog •• Specialty show
year •• Song •• Magazine (commercial radio)
•• Female artist •• Record producer •• College/non- •• Podcast
•• Male artist •• Music video commercial radio •• Internet radio
•• Indie rock •• Album art/ •• Record store station
•• Metal album packaging •• Best music DVD •• Online radio
•• Americana album •• Record label station (with
•• Punk album •• Live music venue terrestrial
•• Electronic/dance •• Music festival counterpart)
•• DJ album •• Online record
•• Avant album store
 TM

Leave Your Heart In Midtown

Dozens of locally owned shops,

boutiques, salons and spas.
 3 Show ’n Tell
Ar4t
34
Show ‘n Tell was inspired
by being in the gallery scene
after an opening had occurred.
Some artists want you to interpret their work
and leave it to you, the viewer, to see what you
will in the piece and also take from it what you
will. In contrast, sometimes we lookers on want
to know where the painter was at when they
One night I was having trouble sleeping. I
was nervous because the next day I would be
exhibiting for the first time at a comic conven-
tion (Alternative Press Expo a.k.a. APE). I got
out of bed and sketched a stagecoach, horses
and all, bucking into the air. I couldn’t come up
with anything so scary it would make a whole
stagecoach buck, so I just drew a circle and
wrote “something scary”.
That day at the convention, I got to doodling
again and thought, “What’s scarier than a bear
with a gun?”
I did a new sketch, then set the whole idea
aside. I wish I could say I went home and
busted out this painting, but do you know what
can be even scarier than a bear with a gun?
Creating something from nothing. I knew I
wanted this painting to be special. It had to be
big, full of over-the-top action, and encapsulate
painted that piece. What is it that inspired them
to use the scenescape that they did? Where
were they mentally? what happened that day?
What’s their collective work about?
Well, this is a stab at that. A chance for the artist
to speak through the pen and explain what they
were saying with the brush.
Ben Walker
this whole new look I was going for. There is
an emotional attachment an artist can have
to an idea; to all the things a piece could be.
As the piece gets fleshed out, the endless
possibilities of what it could be slowly go away
until what is left is one thing, the finished
painting. Choosing from all the could be’s can
be intimidating and can make an artist put
off creating the piece. But I’ve learned to sit
down and do what I can; experimenting and
sketching out elements until they build up into
finished artwork, and have fun with it!
The final version of Gauntlet of Remington
Ridge evolved past the idea of a stagecoach
literally bucking, and became more about over-
the-top action and danger in this Old West
World I am building. I am very happy with how
this piece turned out. I’m even happier that I
sat down and worked on it until it became a
tangible, finished piece of art.
 had a permanently bent knee with a peg leg
attached below. So I decided my three legged
character should be a law man.

Bob Sanchez is strange but looks like someone

who could have existed. I love the way it makes
viewers do a double take.

PWilliams

This piece is one of fifty portraits I created as

part of a show at 20th St. Art Gallery in which
50 artists create 50 pieces in 50 days (which
was displayed from April 11–May 3, 2007). Each
portrait is of a character from a bizarre Old
West town called Remington Ridge. Like most
of my work, this portrait is a combination of
elements that cross my path and intrigue me.

Pirates are a common theme in the clothed

figure drawing classes at the Academy of Art
(San Francisco) and if you are an Illustration or
Animation major there, you end up drawing a
lot of them. I had been looking at circus side
show posters a lot, so I added little vestigial
legs to one drawing of a pirate. I liked it and
held on to the idea of creating a character
with a peg leg and little vestigial legs. While
conceptualizing for the 50-50-50 show, I saw
something on the History Channel about
a “three legged” Texas Ranger. He actually
My current series of work is an
exploration of the relationship
between humans and nature. The
work looks at the divide between
humans and the world at large, as
well as the tragedy and disasters
that come from ignoring the
seemingly benign.

One36
time
3 6
BRIGHT LIGHT FEVER
Where you’re from and why you left or stayed:
Three of us grew up in Placerville, CA—two
still live there. You either stay there forever,
or make your way out. The good ones get
out eventually. The only member not from
Placerville is Robert who grew up in the greater
Sacramento Area and still lives there with Matt.
Year of first release: 2004
Pair a LEGENDary figure with a band: John
Candy as the guitar player for Poison Idea.
Name your four favorite “spots” in your four
favorite cities: Ironworks BBQ in Austin, TX;
Our Uncle Pat’s house in Anaheim, CA.
photo: Richard Stofle
Evan Ferro (Vocals/Guitar), Don Suave (Bass),
Robert Torres (Drums), Matt Ferro (Guitar/Vocals)
Where is the line between art and commerce?
Wherever you make it. Look at Nine Inch Nails’
newest record & the “marketing” surrounding
it. It’s the most genius, thought provoking,
creative way to advertise a record that I have
ever seen or heard of. From what I hear, Trent
Reznor did all of it out of his own pocket.
How do you become LEGENDary? Drop the
talk about jackin’ off & smoking pot and switch
to politics.
Are corporations influencing albums and art?
Only the Umbrella Corp. for us
Category usually found: Rock/Indie
 photo: Lance Mercer

LOVEMAKERS Scott blonde,

lisa light

Where you’re from: Born in Athens, OH— Where is the line between art and commerce?
Reside in Bay Area, CA Andy Warhol destroyed that line forever.

Year of first release: 2003 How do you become LEGENDary? By being

clinically insane and not comprehending
Pair a LEGENDary figure with a band: Lisa Light
society. 37
as the co-front person of Fleetwood Mac
Are corporations influencing albums and art?
Name your four favorite “spots” in your four
They influence many albums, but not real art.
favorite cities: Lobot Gallery in Oakland, CA
(an awesome warehouse that houses music Category usually found: Pop
and art shows); Bernal Heights in San Francisco,
CA; Anywhere in Berlin; Way-too-expensive
stores in SoHo, NYC.
 photo: Daniela Mejias

MOONSHYNE MOON AMEEN (Moonshyne)

MARK LETANG (DJ Spin)

Where you’re from and why you left or stayed:
I’m from the Bay and from Denver. I left Denver
because my mother and younger sister moved
back to California and I wanted my lil’ sister to
have a male figure in her life.
Pair a LEGENDary figure with a band: Timbaland
as the head of international relations for the U.S.,
since he can play beats and sounds from around
the world.
Name your three favorite “spots” in your three
favorite cities: Bourbon Street in New Orleans;
Maluco Beleza in Capital Federal Buenos Aires;
Agenda Lounge (Sundays) in San Jose, CA
Where is the line between art and commerce?
Art is the inspired work—commerce is the need
to capitalize on the work that’s been created.
How do you become LEGENDary? Faith, a
whole lotta luck, and talent.
Are corporations influencing albums and art?
Obviously… Corporations need to package the
art in a way that is “marketable”. The art itself
becomes less important than the monetary
return on the art.
Year of first release: 2005
Category usually found: Hip-Hop, Underground
 fn 
i\j E
f
@eJk
 Long time
comin
The Addict Merchants

photos: Tyler Mussetter words: Rai-mon Barnes

 41
Music
41

I arrive at Freeze’s (MC) house right on time. There are a lot of things going through
my head as this is my first face to face interview in a while and it’s with a band that
I’ve been really wanting to talk to since the magazine first began. Following the snare
pops, behind the front gate to the front door I find the group in musical story time
mode. EJ (keys) and Chris (bass) are jamming and throwing things back and forth. “It’s
getting good to you ain’t it”, says Chris giving EJ the look of satisfaction.

Quincy (drums) has stopped playing and is listening to Freeze tell of his adventures
in Buenos Aries in a village made up of the decedents of runaways slaves. “Man
there’s no different shades of African like there are here, they are all one dark shade.
They had a circle of drums where everyone dances and point at each other when it’s
the next mans turn”. Freeze is animated and tells of how he and his roommate whom
the villagers call “Mr. Fuji” jammed with the people of this village until 6am. “The
energy was crazy for me” says Freeze. “I can only imagine what it would be like if I were
African American”. This made me wonder if there had ever been an issue for the group
having one Caucasian member and the rest Although there are
being African American. “Well, it helps having a lot of good acts
Freeze when we need a hotel late at night”. the Merchants are
without a doubt one
They laugh about hard times late getting a
of them. Winning
hotel as a group of “hooded” darker skinned
all the local awards
individuals trying get a room.
they can win, having
I want to go somewhere this summer”, says traveled outside the
Dot (MC). We haven’t been somewhere (as a area enough to know
group) in a while. “What has been your driving the troubles of hotels,
force to keep doing music since you have and being around long
been in Sacramento so long”? I receive varied enough to have played
responses from around the group “I love music, with everyone from The
it’s in my blood from my father” says Chris. “He Cuf to The Roots I had
played the guitar the bass and I do as well”. to ask them “Has it been
Freeze has a more conventional approach, hard not having a deal
“It’s to stay fresh”. and staying a group that
keeps making good music?”
Staying fresh in Sacramento is definitely no “Man you don’t even know.
small feat. There have been a lot of acts to (EJ) Labels just want to put
come and go and even more acts who stay on the saddle and ride and
and linger like stale chips. It’s worth it to men- we’re not having it. (Dot) It’s
tion that my first experience with the Addict hard because they want to
Merchants was while I was attending San Jose have us pay for a lot of the
State in 1999. After telling me they’ve been project because they figure
rocking in some form or another since ’95 I there are 6 guys not just one or
know why they always get booked for shows. two mc’s that could share in the
Take note Sacramento hiphop acts (that’s production costs. But we have
11 years). I digress, the scene in Sacramento, to live as well. (Quincy) They try
although it has it’s standouts is definitely not to give a bad deal where they say
one that is thriving with great new acts. “There ‘here is 5% we’ll take the other 95%
isn’t really much of a scene here in Sacramento. (EJ). “So it’s not that bad? Not just
There are groups but not many. There’s a lot 5%, but close (EJ)”.
here if your talking about rap, hyphy, club
stuff but real hip hop, not much. (EJ)”. “I know You definitely get that the group is
something I don’t like is how there will be like a little jaded. The record label trials
10 groups playing the same show, and by the feels like a fresh wound but it’s hard
time you get to group 3 you’re a sleep. If you to say. Anyone that has ever had
want to have a festival tell me, so I can bring an even semi-serious music career
my blanket and picnic basket. Otherwise, keep knows of the ups and downs but there
it to 2 or 3 good acts”. Freeze says with a face seems to be some new light. “Yea we’re
of recollection. working with a label oversea’s right now.
It’s looking good! We’ll keep you posted.”
 44
Music
44 THEBEATD WN
Where fresh, new, independent music
battles to win your love (and hard-earned cash!)

Secrete Stealth “Hooked On You” vs. So Called “GhettoBlaster”

Kosmitca/Kosmic Music Jdub Records
Dubstep, Disco, Electronica
There is great instrumentation on this
LP. The less stellar moments usually
include vocals but aren’t disturbing
to the overall vibe of the album.
Production—8.5
31 Artwork and Package—6.75
Album Cohesiveness—8.75
Intangibles—7
New World Yiddish hop
This is an endeavor to say the least. The sound
is composed and arranged not produced—
and the style is so far beyond original it’s
other worldly. We dare you to find a genre!
9.75—Production
8.25—Artwork and Package 36 3/4
9.5—Album Cohesiveness
9.25—Intangibles

Chromeo “Fancy Footwork” vs. All Smiles “Ten Readings of a Warning”

Vice Records Dangerbird Records
New Millennium 80s’ Pop Acoustic Rock
If you don’t have dancing shoes, it’s time A great Portland roadtrip album if you’re
to check out your nearest kicks location feeling that prime time, sitcom montage
(check LEGENDmag pocket guide). vibe. We weren’t impressed with it anyway.
Production—9 7—Production
34 Artwork and Package—8 4—Artwork and Package 211/2
Album Cohesiveness—10 8.5—Album Cohesiveness
Intangibles—7 2—Intangibles

Pharoah Monch “Desire” vs. Moonshyne “Sense of Direction”

Street Records Corp. Records AM Entertainment
Hip Hop Independent Hip Hop
If you’re like any other hiphop fan you’ve The best 1st album outing by an artist we’ve
been waiting for years for this outing and heard this year. It might even help you think about
we’re happy to say it doesn’t disappoint. improving your situation and staying focused.
Production—9 8.25—Production
343/4 Artwork and Package —8 6—Artwork and Package 291/4
Album Cohesiveness—7.25 7—Album Cohesiveness
Intangibles—10 8—Intangibles

Wajeed “War” vs. Aesop Rock “None Shall Pass”

Fat city Records Definitive Jux
New Millennium Soul/Hip Hop
Wajeed’s sound hits hard with an
unmistakable Detroit thump. Spanning the
soul, hiphop, funk, techno genres Wajeed
proves he is truly a master of his craft.
Production—9.75
331/2 Artwork and Package —8
Album Cohesiveness—8.75
Intangibles—7
Progressive Hip Hop
Aesop Rock drops an album people
listen. He has a way of drawing you into
his rabbit whole and coming out grimier
then before. Another great outing.
9—Production
9.75—Artwork and Package 36
9.25—Album Cohesiveness
8—Intangibles
 Now that we have round one out of the way, let’s pit the winners against
each other and see how they fair! So far it is a close match and all but a few
of our contenders are holding tightly. But there can only be one winner!

So Called “GhettoBlaster” vs. Chromeo “Fancy Footwork”

Stamina—10 9—Stamina
Range—9 6—Range
Progressiveness­—10 6—Progressiveness
Emotion—8 8—Emotion
37 So Called’s innovative infusions of Jewish 39
Culture into the hiphop lexicon prove to be
too much for the consistent—and at times
monotonous—80’s stylings of Chromeo.

Pharoah Monch “Desire” vs. Aesop Rock “None Shall Pass”

Stamina—9 9.5—Stamina
Range—10 8.5—Range
Progressiveness—7 9—Progressiveness
Emotion—9 7—Emotion
35 34
On paper Aesop Rock has this bout won,
but listen after listen reveals that Pharoah
Monch simply will not be defeated. The
wait has been long, but he has arrived.

Never let it be said that the new comer can’t take

out the champ no matter how under rated.
Even though you’ve never heard of So Called
and most people probably never will he is
making music from the soul. Pharoah Monch
has heaps of soul as well but in the end it is a
spectacular album that takes what we know
about hip hop and evokes all of the best pieces.
So Called however bring all kinds of
music and cultures together in one great
gumbo we’ve never tasted before.

...and We have a winner!!

And there you have it people, this issue’s Beatdown comes
to a close with a surprise TKO. We want to thank all the
artists who participated, for putting on such a spectacular
show. Tune in next issue for the next installment and
submit your thoughts to beatdown@LEGENDmag.net
Please note: No artists were hurt in the writing of this article!
 ikon
b o u t i q u e

stay fresh, stay fitted

Downtown Plaza
Sacramento
916.498.9830
 News............... Shaun Slaughter lets it rip
in this issue’s rant.
Pages 50

49 Cover Story...Nicacelly is doing her

Feature things and finally her time

Pages 52 thru 57 has come.
Stories
49 BIY (Be it Yourself).......Nima of Digital Gravel has
seen Tee lines come and
Pages 58 thru 60 go. Learn to start your own.

49

Nima of Digital Gravel

...in the office
photo: Amanda Lopez
 SHAUN
Out in SLAUGHTER
the open Talking heads

 Sacramento is growing and morphing and doing all kinds of shit I

never thought it would back in 2000, when I moved downtown. The
ebb-and-flow of the downtown scene is always shifting but it seems
RIGHT NOW it’s at it’s highest, most crazy awesome point.

The energy downtown is seriously electric with new blood pouring

in the veins of the scene from basically every side... and maybe that’s
a reflection of the current music scene. Tons of are bands popping
up everywhere, QUICK! The internet is making it easier for a random
electronic duo like Crystal Castles, creating REALLY left of center,
videogame sounding, fucked up dance tracks, to get HUGE exposure
in relatively NO TIME AT ALL. Then for largely successful acts like Daft
Punk to utilize the internet to touch their loyal fans by promoting
secret shows/DJ sets via myspace is bringing back the feeling of “this
is mine” exclusivity you felt when you first bought “Homework”.

I guess what I’m trying to say here is that there’s a definite sense of
urgency and immediacy going on in the indie rock & dance scene, a
general feeling of “If you’re not going to put out music, open dance
nights, start labels that speak to me, then I WILL”.

At our nights (Lipstick, Fuck Fridays, Aftrdrk & Dollar Disco) we see a
new regime stepping up and into our nights bringing with them an
extreme energy and creativity sorely lacking in the last couple years.
In other places around Sac, we see this change with newer club/
live parties, bands, promoters, graphic design artists and fashion
designers popping up everywhere. Exposing and showcasing what
they think is lacking in the current scene, they are making almost
every night of the week interesting and exciting and adding tons
more color to the downtown scene.

As for me, I’m super excited to be able to do what I do and play what I
play to friends and crowds that are constantly evolving, pushing me to
think differently and try new things... Keep it up duders.

50
Feature
50
photos: Robyn Twomey
words: Nemar

The
indie’s
are
coming...
Some people just have a certain way about them. You
don’t know why, but you feel like you can walk up and have
a great conversation. You don’t really stop to think what it
might mean in the grand scheme but from what you know of
them you’d like to be around when the grand scheme makes
its appearance. This is the case with LEGENDmag and Nicole
“Nicacelly” Markoff.

I met Nicole at her “Pool” booth in early spring of ‘96. She

and her “Boo Crew” (a collective of lovely ladies all with styles
and talents of their own) were amusing themselves in their
booth, sporting signature patterns from the Nicacelly x Nopal
collaboration. We watched them rip the floor with Murs for most
of the night.

Finally meeting at her place almost 6 months later, I learned how

she started.

“I was going to start a clothing line called Remix by Nicacelly and

Jenni B. We wanted to just sell patterns, and say to people, ‘Here’s a
pattern, now go and make something with it’.”
 53
Feature
53
“Well that didn’t work out, and a friend sent me
over to Giant Peach and the owner told me
about a job with Hieroglyphics. I’m originally
from the east coast and I had seen shows
but I didn’t know they were still doing things.
At the time I asked, ‘Are they still together?’
So I started managing their merchandise.
Eventually, they had a lot of damaged shirts
with a thread missing here or there and I said,
‘Hey, let’s not give these away, let me make
them into women’s clothing and sell them.’
I went to TRUE (San Francisco), and then door
to door in New York and Los Angeles, and after
Hiero gave me a little studio space as a raise,
things started picking up.”
If you haven’t ever seen any of her apparel, the
Nicacelly line originates from the idea you just
read about, taking garments like T-shirts and
sweatshirts and “remixing” them into unique
tops and dresses for women.
Of course by now I’m thinking, wow, Jewish
woman came from the east coast, managed
merchandise for legendary hiphop crew, can’t
praise Hiero enough for helping her get started
and is now sold in more than 38 stores across
the US, Japan, and Australia. All this well before
the age of 30. After hearing about all of her
trials as an entrepreneur, I was curious about
what she thought of the “street couture” lines
that have been popping up everywhere.
She gives me a story to illustrate some of her
frustrations with some current trends. “I went
to a trade show and I see a full frontal of a
naked ethnic woman as part of a graphic on a
tee. Sitting at the booth is this fat little grunt of
a man making his money off this nasty image.
I get really upset a tradeshows. I’d say every
other trade show, I have a nervous breakdown
about what people are putting out. I see this
stuff and other stuff that is ripped straight from
a trend book”.
At this point I had to stop her.
Trend book? “Every year, these
massive companies who act
like god all sit together and
think about what’s happening
in Architecture, Car Design,
Politics, and they say, ‘It all
comes down to a frosty mauve, a
tope, and black polka dots.’ Then
they put out reports; it’s basically
trend forecasting. So for instance,
all the bright colors that came
back in full force was no accident.”
So the next logical question is:
What’s the different between
someone who comes up with the
colors on their own and the guy
who just bites the trend book? Why
is it that some people can use certain
pictures, thoughts, and sounds, and
be loved even more, while others
use similar patterns and are hated on
for it? She simply replied, “Integrity!
Whatever made you do what you
do should have integrity. If you can
back your shit up, cool. Like Upper
Playground can back their shit up. Their
job is to go in the streets and look for
artists. Their job is to expose these artists.
They seek people and generally those
people have integrity. Defining integrity
is difficult but you know it when you see
it. It’s important because people feel really
disconnected but when you realize that
what you put out affects others you have
to take responsibility. As a woman I put out
clothes I have to remember the size thing.
I’m not a petite girl but I’m not fat either.
Going into the store and buying an extra
large when you’re not ‘big’ makes you feel
bad. I have made choices about my clothing
that I want to make people feel good about
themselves. Make products that
affirm people. So when I see a
girl with big breasts and a big
butt in my clothing, it makes me
feel good.”

Then it hits, the grand scheme.

Shopping on Haight Street just a
month before this interview with
a couple of friends, the female of
our group stopped inside the Upper
Playground women’s store. Judging
by her smile as she exited the store
and the perfect fit of her new shirt, I
can say with all honesty, “Feel good
Nicole, feel really good!”

www.nicacelly.com

“Whatever
made you
do what
you do
should have
integrity.
...integrity is
difficult but
you know it
when you
see it.”
B.I.Y (Be it Yourself) photo: Amanda Lopez words: Nima Nabavi
Steps To Building
Your Own Line!
Make sure it’s really good:
If you seriously want to get into the game, make
sure you have what it takes to make absolutely
unique goods/designs continuously for several
seasons. The market is saturated, so if you’re
not bringing anything significantly new or
creative to the table, you will not make it in the
long run, and you may as well save yourself the
headaches, because it’s not as easy as it seems
to stay afloat in this business. On the same
note, before you name your t-shirt line, make
absolutely sure no one else is using that name
in any way. You don’t want to stack odds against
yourself from the start by stepping on people’s
toes or confusing customers. Do your research
and know the market before you jump in.
Create a linesheet/catalog:
Put together a pdf of all your designs, with de-
scriptions, available colors and sizes and prices.
You can put one or two designs per page. A
description of what the brand is about can also
be included in the beginning of the catalog, but
avoid using generic pitches like “we’re doing
something that no one has ever done before”,
because it’s usually not true and sounds trite.
The last page should have information about
your terms and conditions, delivery times and
contact information so interested parties can
contact you easily.
Produce it:
Find a screenprinter in your area to produce
your tees. When you are first getting into it,
pretty much any screenprinter can do the work
for you since your quantities will be low, and
with a small budget you can’t do anything super
intricate anyway. Print as few tees as possible, so
that you can keep your costs and risks low. The
screenprinter will normally be able to purchase
the blank tees to print on for you, and will just
pass the cost on to you. He may also be able to
source woven/printed neck labels, and possibly
even sew them in for you. Make sure all your
tees are labeled with your brand name and tee
size. It doesn’t take much to make a t-shirt look
professionally done, so don’t cut corners.
Sell it:
There are several ways to sell your goods. You
can sell them online via your own site, myspace
page, etc. But that also requires a tremendous
amount of self marketing & promotion. To stay in
the game in the long run, you definitely need to
have good stores carrying your product. You can
approach stores and the buyers either directly at
their location or at trade shows like Magic, Agenda,
Pool, United, etc that take place seasonally on the
east and west coasts. Remember to always be very
polite with stores, as people in this game are all
well connected and talk a lot. If you really want to
be in a certain store, be a smart businessperson
and give them an offer they can’t refuse... (e.g., low
price, consignment, etc.). The ball is in the store’s
court, so no matter what, show them respect
and listen to what they say if they have criticisms
about your line.
Repeat:
If you’re lucky enough to get into some stores,
you basically have to keep repeating the
process all over again. Make sure you promote
 59
Feature
59
your goods
so that the
store can
keep selling
them. A
happy buyer
will always be
willing to look
at your next
line of tees if
the first batch
sells well for
them.

Rest?
Don’t rest on
your laurels; the
design process
never ends and
you’re only as
good as your last
season. If you had
a particular design
that was a huge hit,
don’t be afraid to
reprint and re-offer
it, but definitely keep
coming with new
goods/styles too.
Staying consistently
creative is the biggest
challenge. It’s certainly
not easy, but it’s what
you signed up for and
it sure as hell beats a
desk job.
Come hang with us. It’s free.
free magazine. free subscriptions. free events.
 Final opinion photo: Stephanie Bouzard words: Mikey J
Midtown Dive Bars
With the “Southern Californization” of Sacra-
mento imminent and increasing at a rapid rate,
maintaining a nostalgic element in mid-town
Sacramento seems damn near essential.
Venues are being purchased and their essence
completely revamped for the sake of getting
paid. However, there remains a volatile revolu-
tionary element in the alcohol industry­—and
midtown Sacramento is the final stronghold for
grungy, low-key, consumers of liquid-courage
to show the market economy that we exist...
and we want our beer CHEAP!
So what exactly makes a dive bar? In my
travels there are a few elements which seem
an absolute constant amongst the places we
establish as dive bars. Here are a few samples.
Old Tavern (on 20th, between O and P)
And the lord said, let the alcoholics be drunk two
days before payday. Old Tavern is the epitome
of all that is “dive bar” and we love ‘em for it.
Payment: Cash only. Don’t expect any of the
creature comforts we’ve come to know and love
in the 21st century. Your tab is no good here.
Attire: Plaid and Checkered. The anti-hipster
force remains strong in this one. Even Aber-
crombie will catch you some distant glares.
Infrastructure: Eclectic Jukebox—easily the
best selection for your buck in mid-town (from
Death-metal to Soul, OT caters to anti-hipsters
in every walk of life); Pinball machines older than
you are—Attack from Mars (boy does it suck);
A wicked assortment of bar games—warped
pool table, dart boards, megatouch, and
shuffleboard (yes, the scoreboard is broken);
Brown—from the ceiling to the shitter, it doesn’t
get any grittier; TV—maximum one running, with
nothing but ESPN; $1.25 Pabst Pint Drafts.
The Flame Club (on 16th and V)
The Flame Club runs a distant second to the OT.
All of the vital aspects of dive are there, but they
don’t have beer on tap. I mean come on.
Payment: Cash only. Fuck the man, TFC loves
you so much they installed an ATM machine.
Attire: Patchouli and sweaty. Dressing to impress
at The Flame equals being shirtless and lugging
around your blank deck like you just rode in
from Carmichael. Keep your Right Guard in the
medicine cabinet because fitting in means not
showering for a week.
Infrastructure: Brick wallpaper composed of
some alien form of cardboard (the shit looks
real, son); Eclectic Jukebox (Not)—Don’t get it
twisted, the MP3 jukebox will and can pump
Dave Matthews all night (the only real inconsis-
tency for The Flame Club, which is unfortunate);
Service—The bartenders at The Flame keep it
real (Happy birthday, bartender Jen); TV—
maximum, one running with nothing but ESPN;
Pinball machines older than you are (Fish tails
is not to be reckoned with. 50 cents will get
you two credits worth at 3 balls a piece).
The Round Corner (on 24th and S)
The Round Corner is a place where everybody
knows your name. But it’ll take them 11 years
for them to care about it. If nothing, this place
is a dive solely for its ambiguity. “The Round
Corner,” where the hell is that? And if you don’t
know, now you know.
 65
Feature
65

Payment: Cash only. Are you

getting the picture yet?

Attire: Novelty Condoms for

Midgets! (who said little men can’t
have big love?) When I walked in
to the Round Corner I was flaccid.
Thanks to the vending machine in
the men’s restroom I now have
miniature porn that fits in my wal-
let as a quick me up.

Infrastructure: Eclectic Jukebox—

Too $hort, Nirvana and Al Green
will set you back a buck, but the
lolitas will love you for it; Service—
Bartender George serves ‘em up stiff
with a cordial smile; $1.25 Pabst Pint
Drafts.

Honorable mentions

The Monte Carlo (at 15th and S)

Classic pinball, pool tables, and a
bartender named Carlos with the
baddest goatee you’ve never seen.

Q Street Bar and Grill (on Q between

20th and 21st)
Formerly known as Benny’s, Q Street Bar
and Grill would have finished number
one as early as three months ago had the
Newcastle promotions team not rolled
on them by ratting them out to the ABC,
forcing all of the smokers to move from
the bar to the patio (and fining everyone
in the bar, even the non-smokers for being
“accomplices”). Newcastle will never taste the
same. R.I.P. Benny’s.
 Well there you have it... the new LEGENDmag!

We spent a lot of long hours and late nights bringing

this issue to you, and we hope you enjoy all the
stories, reviews, photos, interviews, and opinions!

Now grab the LEGENDmag Microbrew Pocket Guide

and go visit some of your local bars and microbrews.
There’s no better time to start navigating city life...

So get to it!
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