What the Fuch? T-Shirts Raise the Woof

You're probably thinking that if there is one product in this world that we do not need more of, it's the T-shirt. And in most cases, you'd probably be right. But Denis Kohler and Donald Muzio have somehow managed to come up with a product line that manages to be original and great fun.

The married New Yorkers are offering well-made, form-fitting Ts with a spare design concept that immediately catches the eye and starts conversations.

The playful messages, seen on their website, are conveyed in a narrative that's like a joke that begins with "a bear, pig and a fox walk into a bar ... " There's no punch line, but the three masked men, photographed in grainy photographs, give off an edge.

"Silber Fuchs" is German for "silver fox." Three Ts have the animal with its German name - a tribute to Kohler's ancestry. Let's face it: Teutonic culture gives off an underground-sex vibe - or "fun and naughty," according to the Fuchs folks. It also helps that "fuchs" is pronounced very close to "fucks."

Very Longtime Companions

The two men both hail from Staten Island, the suburban borough of New York City connected to Manhattan by the famous ferry. They met while still in their teens. As Kohler tells it, "We had mutual friends and shared a limo to the prom. When we picked up the other couple, he was there."

Kohler doesn't say what happened to their dates, but the two men have been a couple ever since. Today, they live in Chelsea, where they live with a pit bull mix and enjoy the thriving gayborhood.

Kohler, a graphic designer, is the creative side while Muzio is the "suit" who takes care of the business end. Both men work at Bookspan, the giant distributor, from 9 to 5.

Silber Fuchs was a way to bring the two together in a fun business. They're targeting the gay market. By keeping their production small, they're avoiding the pitfall typical of garment start-ups: too much inventory, too little capital to pay for it.

"I wanted to do something on my own with our voice and our vision," Kohler says. "I always liked to draw."

Kohler's talent is readily seen in the line of each animals' front and back, and even more in the caricatures. Smoking cigars and even wearing a harness, these are how the Peter Rabbit stories might have been illustrated if they'd been created by Tom of Finland instead of Beatrix Potter.

"The summer designs will also be made into pillows," he says. "We plan to use reclaimed canvas drop cloths, denim and quilted moving blankets, all hand-sewn in a very limited run."

The Ts are nicely fitted, especially the blends. They start at $23.

Redefining Brand Identity

There's no question Silber Fochs is entering a crowded market. Aside from their universal popularity, T-shirts are one of the least-expensive items of clothing to make while offering people like Kohler a way to allow their art to reach a wide audience - which is why it attracts so many entrepreneurs.

The very fact that it's so relatively simple, however, is also its key drawback: In such a crowded market, it's extremely difficult to get noticed, let alone build up a wholly new brand. That's why e-commerce consultant Richard Lazazzera says, "Nowhere is it more important to choose a niche than in the graphic T-shirt industry."

Consultants like Lazazzera also recommend simple graphic designs that together add up to a design statement, and a distinct brand name. Above all, they insist entrepreneurs can have grand visions for where they'd like to go, but until they get there, they need to keep their product line and output limited.

Obviously, Kohler and Muzio have taken such advice to heart. They also understand the importance of marketing, especially to this target group. Next summer, they plan to combine a trip to California with a photo shoot on the beach at Malibu. And if all goes well, they plan to expand beyond witty takeoffs on the animal kingdom as well as a video.

Click here to shop Silber Fuchs online.