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The X-Treme Files

Why today's fringe culture is tomorrow's cute ad campaign--and how the cutting edge bites back

This story appears in the March 1999 issue of Business Start-Ups magazine.

Chad DiNenna won't say the word. It's as if someone were standing by with a bar of Safeguard, ready to wash out his mouth. "We, uh, don't like to use that word around here," says DiNenna, 28, co-founder of Nixon Watches, an action-sports-oriented watch company in Encinitas, California.

What word, Chad?

"It's kind of a bad word to us . . . ." Heavy pause.

You mean, "extreme?"

"Yeah," DiNenna sighs.

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