This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

Spell It Out Keeping up with web lingo has helped this entrepreneur launch an accessory empire.

By Emily Weisburg

Opinions expressed by Entrepreneur contributors are their own.

What: Apparel and accessories with IM acronyms and emoticons
Who: Brian Fried of IM:It
Where: Melville, New York
When: Started in 2004
Startup costs: More than $50,000

How did Brian Fried, a marketing director for a mortgage bank, get into selling apparel and accessories? The entrepreneur says he simply turned his hobby of inventing into "a real side business." Fried, 34, is the creator and licensor of IM:It apparel, accessories and school supplies--brightly colored gear featuring acronyms such as "LOL" and "GTG," and various emoticons. Tapping into his 6-year-old daughter's inside knowledge of kids' fashion and the ever-increasing number of tweens and teens who use IM and text messaging obsessively, IM:It is the latest of Fried's numerous endeavors, which include an ad specialty company, kitchen houseware products and a few toy inventions.

Fried began IM:It by trademarking logos and conducting grass-roots market research surveys at Barnes & Noble. With the help of a licensing agent, he began to build the IM:It brand. Fried is working on getting his products onto shelves in Hot Topic, J.C. Penney, Macy's and Target stores. He also recently completed successful test runs at a few Toys "R" Us locations and is now in talks to create a full line of merchandise for the toy store.

Editor's Pick

Related Topics

Living

Don't Miss This Sam's Club Membership Deal for Just $20

Your last chance for a great deal on a membership that helps you save money all year long.

Business Ideas

55 Small Business Ideas to Start in 2023

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2023.

Devices

This $126 Apple- and Android-Compatible Display Can Help You Drive Safer

Adding this display will elevate your older model car for an affordable price.

Data & Recovery

This Cyber Week Exclusive Gets You 1TB of Cloud Storage for $120

If you're looking for a reliable cloud storage solution, look no further than Koofr.

Growing a Business

Serial Entrepreneur Turned VC Reveals 4 Numbers You Need to Know to Scale Your Company

If you're looking to attract investment or simply seeking to scale your business, there are four key numbers you should use as your guiding light.

Business News

McDonald's Is Making a Major Change to Its Burgers in 2024

The beloved Big Mac will also be getting a big makeover.