Coming, as he does, from a long, illustrious line of pin-up artists, moonshiners and gunrunners, it’s not surprising where the creative founder of Evil Brand Clothes gets his ideas. "I come up with my best stuff while I’m lying in bed, shooting a piece, or sitting in a bar," says Evil Overlord Riley. "But whether it’s after sex, shooting, or a round of drinks, it’s all subversive." Likewise, it’s not surprising that Riley’s partner in life and business, Chief Evil Officer (CEO) Lori, a former pin-up girl, barrel racer and bordello operator, is the business founder of Evil Brand. "I bring customer service prowess and corporate polish to the table. We want to make Evil a recognizable brand."

A well-respected still photographer on film and TV sets, Riley has made a name for himself on the sets of Oz and other hot shows, and the Evil Brand is a blend of his hillbilly upbringing and his urbane point of view. "In the sixth grade I had Entrepreneur magazine next to the Playboys under my bed. Evil Brand is the best of both worlds." A tattooed sales rep for a major US food manufacturer, Lori describes herself as a "corporate freak," but her jet-setting business lifestyle and colorful previous professions have allowed her to tap the taste of Evil Brand consumers. "They don’t take shit from anybody, but they’ll damn well take our shirts."

And just who are those Evil Brand consumers? "They’re a natural combination of rambunctious sub-cultures that share a common aesthetic," Lori says. "Yeah, they all come together for our stuff," Riley adds. "Bikers and lowriders, Vespa collectors and gun nuts, tattoo artists and anime readers, they all dig Evil’s designs," he says. "And don’t forget the rest," Lori says. "Rockabilly nuts and burlesque chicks, go-go dancers and S/M/B/D fetishists. They especially like Evil’s quality and durability."

That’s the Evil Brand. From a business standpoint, it’s where transgressive design meets quality construction. And from an aesthetic standpoint, it’s where Bill Monroe meets Rob Zombie, where Helmut Newton meets Russ Meyer.