What would you do if you had a broken jaw? Craig French created Crooked Jaw Fashions as he recuperated from a painful encounter with an errant lacrosse ball. His clothing line targets Mixed Martial Arts enthusiasts and was being sold on his online retail store and in independent surf and ski shops on Long Island, New York, his home base. He sold 1,500 units in his first year. He had participated in a trade show, but was not able to get any orders.
Craig pointed out that he had put encouraging quotes on the clothing tags, such as “Perseverance will allow me to fulfill my dreams.” Kevin O’Leary responded by “quoting” a stack of bills sitting next to him, “I’m money. I don’t give a damn. I just want more money.”
Craig hoped to get a shark’s expertise and distribution channels, so that he could get his brand into retail stores and grow his business. The sharks liked him and his clothing, but did not invest. Daymond, expert in the clothing business, was not impressed with the sales nor Craig’s efforts up to that point. Once Daymond passed, the other sharks were not going to take the risk.
The Crooked Jaw website received more than 500,000 visitors after the show aired, but the brand never took off.