"When we went to tradeshows and saw our fonts becoming the centerpieces of successful street-wear lines, we figured it was time to cut out the middle-man. We did it in the traditional House Industries backward way by opening a store in London at 33 Marshall Street, then working on the clothing line. The store didn't last, but we kept the number and called the company House33. From left: Chris Gardner's ‘Gross 33,’ House33 sign at the London shop, Pocket bag from Pointer Brand/House33 jeans, Ken's classic neo-Victorian engraver's script House33."