It's rare to see a person who specializes in every aspect of business, but James Ferrell manages to do it all. From building relationships to working out nitty-gritty logistics to budgeting on a dime, his reach covers everything. Of course, stories like these don't appear out of nowhere. James has worked his entire life to build brands up, establish them, and make sure they create a lasting impact on the world around him. One of his key ventures was Varcity, a streetwear brand. Here James worked as a marketing director, which showed him the ropes of the fashion industry. Varcity changed James's perspective about what it means to make a name. It takes quality products and brand recognition, but also a finger on the pulse of the culture. When the iconic photo came out of Eminem wearing the backwards Varcity hat, it proved to James to trust his intuition. He knows the trends and what the culture wants from a brand.
One of his next ventures was AppleBottoms. Working again to build from the ground up, James learned another valuable lesson: don't be afraid to get your hands dirty and do what it takes to have a brand make a statement. It requires hard work and going against the odds, believing in a brand to reflect the surrounding world. Also during his time at AppleBottoms, James became known as "the man behind the man."
