This is from my daily t-shirt blog, tcritic but it's also a wonderful example of a business concept...

...t=that tweaks the nose of what we think a clothing company should be.

Johnny Cupcakes is the name of the company, and for anyone following the Sopranos, they've got a pretty familiar name. Can't be Sopranos-inspired, as these guys have got a few stores open already, although surely a line of "johnny cakes" shirts can't be far way. (BTW I just bought this shirt, on sale for $21).

One thing Johnny Cupcakes has done brilliantly is they've redefined what a clothing company could be, and specifically what a designer clothing company could be. In many ways I think they have used or have been osmatically inspired by lush, with the satirical "food store." Imagine trying to pitch to a VC, "I'm going to start a clothing company that will have a cupcake in all it's designs, and I'll call it Johnny Cupcakes."

FYI, they also do "cupperware parties" where they'll show up and sell merchandise at your parties at a discount and you get a free gift. Most companies don't look fun enough to pull that off, but these guys do. I love it.

BTW Seth, this has got to be a purple cow right?