Dressing under the influence

Brad Bidner, owner of DUI Apparel, with some of his product. —

Olivier Gosselin photo

DUI is a quickly recognized acronym. Brad Bidner, however, has chosen it as his up-and-coming apparel company name, and given it a creative twist.

DUI is a quickly recognized acronym. Brad Bidner, however, has chosen it as his up-and-coming apparel company name, and given it a creative twist.

“Dressed Under the Influence has several meanings, but can have its own to anyone. To the brand, it’s because we work with several artists,” Bidner said.

He didn’t want to work for someone else, but Bidner needed a way to pay the bills. He chose clothing because he was familiar with the business. Also, he wanted to create products that were relevant to everything he is passionate about.

Based in Revelstoke, DUI has already established marketing strategies. All items are limited edition. Right now, most sales are in Canada, but Bidner hopes to take DUI worldwide. Regardless, the brand does all its purchasing and production in Canada, and is proud to be helping communities thrive.

“I'm always meeting new artists and looking forward to working with them,” Bidner said. “There’s a lot going on at the moment. Every day we're being offered new opportunities.”

DUI markets mostly through social media, their online store, and random “pop-up” shops.

“We're always learning new ways to gain more exposure to our target markets,” said Bidner. “The best way is to spread the word (via) word of mouth, so tell your friends.”

DUI online store is at www.duiapparel.com. You can also follow them on Facebook to keep up with what’s happening.