Michael Stoney [Creator of DugLife]

You’ve seen it on such celebrities as Tyrese, Justin Timberlake, Gwen Stefani of No Doubt and 50 Cent. DugLife is the new HOT clothing line for men. Designed to be incredibly comfortable, yet fashionable at the same time. We recently talked with Michael Stoney the President for Dug to ask him a few questions about how the line came about and what we can expect in the future.

How and when did the idea for DugLife come about?
Dug was created in 1999 when a partner and myself decided to address a previously untapped market in men’s fashion. The idea was spawned from an unsuccessful shopping spree to outfit for a pajama/loungewear event. We wanted to create a “Victoria Secret” for men and base it on the times in life that men want to be the most comfortable. Our mission was, and continues to be, to redefine loungewear and lounge-time. Dug is the acronym for “down under gear”. We intend to dress a man from the time he wakes up until he calls it a night. Dug-life is our web destination introducing the dug lifestyle where lounging is for everyone.

Your line is really for men, do you plan on doing clothes for women as well?
Dug has plans in the near future to expand to women and children’s apparel based on the same concept. It is very important that we secure a solid position in the men’s department as a “true lifestyle brand” before expanding into other categories. For right now, we will continue to make special promotional items for women and children.

How would you describe DugLife to the average guy?
Dug has launched a category of its own. We are a one of a kind collection of men’s undergarments and loungewear that personifies the core of a lifestyle brand. Dug is essential in every man’s wardrobe…our product categories include coordinating boxers, tanks, graphic t-shirts, sweat suits, pajama separates and robes in key fabrications. Accented by the unique logo dug will prove to be the brand of choice for the, affluent, savvy, influential male who feels the need to make a fashion statement during his downtime; Dug is city, not urban, and is associated image wise with music, sports, and art.

Do you see DL as just a clothing line or possibly making cologne, shoes, etc. for men as well?
Dug is more than a clothing line; it’s a lifestyle. We definitely have plans to expand to home furnishings, bedding, shaving needs, colognes, for this will complete the lifestyle we are offering for men

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You recently signed Melissa Howard from MTV’s Real World: New Orleans to model for the line…how did that come about?
Melissa’s youthful energy, outgoing personality, and great look really complimented our current ad campaign. We continue to be pioneers in the marketing of our brand and thought it would be a “eye catcher” for our targeted psycho-graphics to see a woman such as Melissa as the spokes model of a men’s line. She is also at the forefront of fashion and a very recognizable personality who believes and understands the lifestyle we are offering.

Who’s a celebrity that you would like to design something for?
I would like to think that what we are offering is bigger than who wears Dug but I’m excited that so many celebrities and their stylist reach out to us. I guess if I had to choose one it would be Hugh Hefner of Playboy because of what he represents and the impact it would have for our brand. We are sometimes called a modern day Playboy, as we believe that lounging is a state of mind and not necessarily associated with the time of day or activity you are engaging in.

Can you tells us what’s in store for Dug in the future?
Besides expanding into new categories for men and creating a line for women and children, Dug’s immediate plans are focused on expanding our distribution nationally and internationally. We will continue to do monthly “dug lounge” events around the country. I also have plans to open dug flagship stores where consumers can really experience the dug lifestyle while shopping.