Relax Max (RLXMX)
DESIGNING COOL STREETWEAR WITH ROCK N ROLL VIBES
NASHVILLE SINCE 2014
Allan Geiger comes from rock and roll roots. So it’s no surprise that his brand of streetwear, Relax Max has a rock edge and a cool vibe. The edgy-chic clothing line is named in homage to an energetic dog of Allan’s, who he constantly found himself having to tell, “Relax, Max!”
The Ohio native made his way to Nashville via Cleveland, where he was the drummer in a rock band. When he wasn’t onstage, he began doing things like designing their kick drum head and merchandise, to the point where people started to offer him money for his design work. In 2014, he moved to Nashville, where he worked for Big Machine Records as an interactive marketing director. “Nashville’s definitely home,” he says.
Now, Allan’s running his own ship. His creative agency Artistnoize does design and branding for artists, management companies, and music festivals on a national scale. His design also takes the lead for Relax Max, which has been seen on TV, in music videos, and on stages with a variety of artists.
Though his brand continues to grow, Allan’s determined to grow from his setbacks along the way. “I believe in failure 100%,” he says. “I can’t count the number of times I’ve failed.” He cites countless hours spent working on things like the design of a clothing tag, only to have to re-do the outcome. “It’s constant,” he says. “You spend hours on the creative process.”
He gets excited about researching what’s working for other brands and why, whether it’s a massive company like Under Armor or streetwear brands like Young and Reckless, seeing what choices they make and what works and what doesn’t. He’s also hyper conscious of his own brand choices, and hasn’t been afraid to turn down opportunities that seem appealing but don’t fit with the vibe of the company.
“It’s badass,” he says of the vibe. “You can be a man in a suit, you can be a dude in the hood, and just look at it and be like, ‘Badass.” Though he self-ascribes as a tatted up motorcycle guy, he recognizes the versatile appeal. “This tatted up rapper’s wearing it, a country artist is wearing it.” He’s excited to continue to grow the brand and learn from some of the best and brightest in the industry. “It’s inspiring to me,” he says. “You just have to be patient and learn how to scale.”
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