Crooked Jaw Clothing
NO DEAL
EPISODE SUMMARY
🕓 Air Date: August 16, 2009
Asking For:
$200,000 for 20%
Investor:
No Deal
Deal:
No Deal
PRODUCT SUMMARY
Crooked Jaw is a clothing company targeting the booming Mixed Martial Arts (MMA) industry with unique designs inspired by founder Craig French's personal experience of breaking his jaw playing lacrosse.
WATCH HERE
IN A RUSH?
Click these to jump to the section you want to read.
Background Story
Crooked Jaw, a clothing company based in Long Island, New York, was founded by Craig French and his partner, Deniz. The company’s origins stem from Craig’s personal experience of breaking his jaw while playing college lacrosse. This incident not only inspired the name “Crooked Jaw” but also served as the catalyst for the brand’s unique identity and designs. Despite facing financial challenges and living at home with his supportive mother to keep his business afloat, Craig’s passion for entrepreneurship drove him to pursue his dream of creating a clothing brand.
He recognized an opportunity to tap into the burgeoning market of Mixed Martial Arts (MMA) enthusiasts with apparel that resonated with their lifestyle and interests. Teaming up with Deniz, the duo set out to produce a line of clothing featuring edgy designs that would appeal to the MMA community. Craig’s personal story and determination infused the brand with authenticity and a compelling narrative, distinguishing Crooked Jaw from competitors in the crowded apparel industry. Through hard work and perseverance, Crooked Jaw gained traction, initially selling their products in local surf-and-skate shops on Long Island.
Craig’s background in lacrosse and his connection to the MMA world provided valuable insights into the target market’s preferences and needs, shaping the brand’s product offerings and marketing strategies. Despite facing setbacks and challenges, Craig’s unwavering belief in the brand’s potential fueled his determination to succeed. Crooked Jaw embodies the entrepreneurial spirit of its founders, driven by a vision to create a clothing brand that not only resonates with customers but also reflects the resilience and perseverance required to overcome life’s challenges.
The Product
Crooked Jaw specializes in apparel designed for the Mixed Martial Arts (MMA) community, offering a range of products that combine style with functionality. Their clothing line includes t-shirts, hoodies, and other casual wear featuring bold designs inspired by the world of MMA and founder Craig French’s personal journey.
Each garment is crafted with high-quality materials to ensure comfort and durability, making them suitable for both everyday wear and intense training sessions. The designs incorporate elements like fierce animals, intimidating clowns, and motivational quotes, reflecting the spirit of resilience and determination embraced by MMA enthusiasts.
Crooked Jaw’s apparel not only serves as a fashion statement but also as a symbol of empowerment and strength for individuals who identify with the brand’s ethos. Whether worn during workouts, casual outings, or MMA events, their products exude confidence and attitude.
Customers can purchase Crooked Jaw apparel through their online retail shop, which offers convenient browsing and secure payment options. Additionally, their products are available in select mom-and-pop surf-and-skate shops on Long Island. With a focus on quality, style, and authenticity, Crooked Jaw aims to become a go-to brand for MMA enthusiasts seeking apparel that reflects their passion for the sport.
How It Went
The company’s position before Shark Tank
Crooked Jaw, despite its promising concept and founder’s passion, faces challenges in establishing a strong foothold in the competitive apparel market. The company’s performance reflects a mix of successes and setbacks, highlighting the need for strategic growth and financial stability. Currently, Crooked Jaw’s distribution network primarily consists of a handful of mom-and-pop surf-and-skate shops on Long Island, limiting its reach to a local audience. While these partnerships provide some exposure, the company’s lack of presence in larger retail chains hinders its ability to scale and expand its customer base.
The target demographic for Crooked Jaw’s products is MMA enthusiasts, particularly those seeking apparel that reflects their lifestyle and passion for the sport. However, the brand’s limited visibility and marketing efforts have resulted in modest sales figures, with revenues amounting to approximately $5,000 in the previous year. In terms of funding, Crooked Jaw relies on bootstrap financing and personal investments from its founders to sustain operations and cover expenses. This approach has allowed the company to maintain independence but poses challenges in scaling production and marketing efforts.
Profitability remains a concern for Crooked Jaw, as the company has yet to achieve significant sales volumes to offset expenses and generate sustainable profits. With limited available capital, the company faces constraints in investing in marketing initiatives, expanding its product line, and securing larger distribution channels. Crooked Jaw’s current organizational structure is likely lean, with the founders handling multiple roles such as product design, marketing, and sales. While this approach allows for agility and flexibility, it also underscores the need for additional resources and expertise to drive growth and competitiveness in the market.
The Negotiations:
During the negotiations on Shark Tank, Craig French, the founder of Crooked Jaw, faced tough scrutiny from the Sharks due to the company’s limited sales and market traction. Despite Craig’s passionate pitch and compelling backstory, the Sharks expressed concerns about the brand’s scalability and profitability. Craig initially sought a $200,000 investment in exchange for a 20% equity stake in Crooked Jaw. However, as the Sharks delved deeper into the company’s performance metrics and growth prospects, their skepticism grew.
Despite Craig’s emotional plea and belief in the brand’s potential, none of the Sharks were convinced enough to make an offer. They cited the company’s insignificant sales figures, lack of retail presence, and reliance on personal investments as reasons for their decision to pass on the opportunity. While some Sharks admired Craig’s resilience and determination, they ultimately concluded that Crooked Jaw lacked the necessary sales track record and market validation to justify an investment. Despite Craig’s efforts to highlight the brand’s unique designs and target market, the Sharks remained unconvinced, leading to a disappointing outcome for Crooked Jaw on the show.
