"Right now, we're just having a lot of fun with it, and I think we can grow it into a good business," he said. Johns County-based website now has more than a 1,000 members, CEO Major Harding said. There are deer antlered-decals promoting the site and a radio show Saturday mornings on WJXL-AM. Hunt Life bills itself as an online fraternity for the serious hunter. "We have lots of friends that are big-time Gators fans, and we do a lot of tailgating and football games," he said. The company has since worked out a deal to sell its decals and T-shirts with official Gators art and the blessing of the powers that be.ĭunn said his product is a nod to Ben Hill Griffin Stadium, better known as The Swamp. Swamp Life co-owner Scott Dunn said his stickers ran into some initial resistance - with the University of Florida, not Salt Life. The new companies celebrate other popular pastimes: Hunt Life for outdoorsmen Swamp Life for Florida Gators fans even Malt Life, for microbrew buffs. Take a look around any parking lot in the Jacksonville area, though, and you'll see the spinoffs. The company also owns the term "Salt Life." And its lawyers say they have to vigorously defend what's theirs from copycats. That tattoo-style lettering is now a trademarked font. There are even churches popping up calling themselves Salt Life, and it's hard to tell them they can't do it." "We have policemen going into mall kiosks around the country. "We've brought legal action at least 100 times," he said. The six-year-old apparel company now has two full-time employees who do nothing but look for online auction users selling knockoffs, managing partner Richard Thompson said. It's the ubiquitous decals - "Salt Life" with hibiscus flowers, skulls, surfboards and other beach paraphernalia - that have drawn the most popularity and ire. With that success comes detractors - and copyright infringers. The Jacksonville Beach startup has gone mainstream, with 2,000 stores nationwide selling its ocean-inspired clothing line and car decals. If imitation is indeed a form of flattery, then consider Salt Life duly flattered - and lawyered up.
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