Johnny Cupcakes

Within any culture or subculture, there are celebrity-like figures to be found. Typically, the Straight Edge celebrities consist of people who are in bands. However, there are a few exceptions. One notable exception is entrepreneur, Johnny Earle.

Johnny Earle owns a very unique clothing company that shares his nickname, Johnny Cupcakes. Growing up, he explains, it was very easy for people to tack on words to his name and create new nicknames for him, such as "Johnny Appleseed". One day he was dubbed "Johnny Cupcakes" and he really liked the sound of it. He then created a T-shirt with the brand's now famous cupcake and crossbones logo on it. People would always ask him if they could buy one, so following supply and demand rules, he complied. These simple back-of-a-van transactions have now blossomed into an admirable chain of stores, with one opening overseas soon. Being called Johnny Cupcakes can obviously create some confusion, and many people often enter the store expecting a bakery. Earle responded to this misconception the only way he knew how: by building his stores in the image of a bakery. Shirts are kept in miniature ovens, fridges, and bakery-style display cases. New T-shirt designs are referred to as "freshly baked". There are even "Nutrition Facts" posted on the walls. The response to his creativity has been very positive, and he attracts a customer base of not only Edgies, but also Hippsters and various other creative-types.

A more detailed story, pictures, and clothing can all be found on the Johnny Cupcakes website.

But alas, when one finds themselves wrapped up in the food-themed clothing industry, they are bound for trouble. This trouble has a name, and it's Pyknic Wear.

Pyknic Wear was founded by Stephen Thompson and Andrew Marshall, who also go by "The Butcher" and "The Chef". Their T-shirt designs cover the full spectrum of food, whereas Johnny Cupcakes keeps a firm grasp on baked goods. Pyknic Wear is not spawned from the Straight Edge lifestyle, but at the same time, it exists within the same "scene" as Johnny Cupcakes (the "scene" refers to a subculture that exists under the combined music genres of Pop-rock, Emo, Post-Hardcore, and countless others). Thompson and Marshall apparently saw Earle as competition and have recently been uncovered as the culprits behind a recent controversy. Basically, they were "hating" on Johnny Cupcakes. They created a fake identity on Emptees.com (a popular T-shirt-centered social networking website) and began to bash Earle's brand on various message boards. The smack talking was very personal, and could without a doubt have Thompson and Marshall labeled as "creepers". Eventually, Earle and friends uncovered the true identity of their haters through a little "creeping" of their own. To get the juicy details on this T-shirt brand drama, click here.

Johnny Earle found many of Thompson and Marshall's attacks personal because they challenged him on the fact that he is an Edgie. The following is one of the many posts made by user, gonehoggin84, or, Thompson and Marshall, followed by Earle's response:

My apologies on the quality. It can also be found on the link provided above.

This argument is centered around the subject of Ethnocentrism, which I have already discussed in a previous Blog Post. I believe Earle handled his portion of the argument very well, stating that he is not among those who look down upon people who are not Edgies. He clarifies that he is in no way trying to impose his lifestyle on others. Someone's lifestyle is very personal, and the choices they make should in no way, shape, or form affect anyone other than themselves.