* What: Apparel and souvenirs with humorous slogans about the Scenic City and southern life
* Company: TheNoog.com
* Address: Winder Binder Gallery and Bookstore, 40 Frazier Ave.
* Owners: Mark Song, Chuck Crowder and David Smotherman.
* What’s special? “It’s not your typical, boring ‘I went to Chattanooga’ shirt,'” Mr. Smotherman said. “As we like to say, ‘All the cool kids like them.’ It’s hip and different. Most of them are really simple ideas, and I always joke that Chuck and Mark were just smart enough to put them on a T-shirt.”
* Origins: “I think (Mark and Chuck) were just hanging out and drinking beer one afternoon and laughing at all the nicknames for the city,” Mr. Smotherman said. “They came up with one idea like that it would be cool to put ‘Chattavegas’ on a T-shirt.” Originally, the idea didn’t seem to have lasting potential beyond a year or two, but Mr. Smotherman said TheNoog.com’s sales have increased annually for the last four years.
* How long does it take to make? About twice a year, Mr. Smotherman said the co-owners will come up with ideas during informal brainstorming sessions. “After three or four beers, everything is funny,” he said, laughing. “If we still think it’s funny the next day, we’ll discuss it some more. That’s usually how you end up with new shirts.”
* Where sold? Winder Binder Gallery, Chattanooga Market and TheNoog.com
* How long have they been making them? Four years.
* Expansion plans: TheNoog.com has also started doing merchandise with Nashville-oriented slogans and is considering offering T-shirts with higher quality fabric as well as a children’s line.
* Lessons of the trade: “I’ve always done art and books, and it’s a complete different monster having to deal with apparel because of sizing and colors,” Mr. Smotherman said. “It’s much more fickle industry. Fashion and apparel has a much shorter shelf life, so I’ve had to learn to be much quicker to adapt if a color or style doesn’t work well.”