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Axl’s Closet signs Backbone Media to Handle Media Relations

Salt Lake City, UT-Axl's Closet (, a brand new, one-stop online shop for kid's apparel from the surf, skateboard, outdoor and active lifestyle markets, has chosen Backbone Media to handle its public relations and social media efforts.

Based in Salt Lake City, Axl's Closet was founded by Steve Genzler, a former Sales Manager at Oakley, and Tim Taylor the Founder and President of Colorado Succeeds, a nonprofit dedicated to improving education in Colorado.

“ was born from a desire to fill our children's closets with clothes that align with our interests and lifestyles,” said Genzler. “We found it almost impossible to find a good selection of interesting kid's clothes in retail shops. The idea of being able to buy a child's entire wardrobe in one place without it looking like it came from the same store immediately resonated with other like-minded parents.”

Axl's Closet will offer a collection of the latest kid's styles from name brands like Quiksilver, Patagonia, Volcom, DC, Spacecraft, Armada, Chaser, Skullcandy, Harajuku Lovers, Roxy and many more. The company will partner with established brands as well as seek out up and coming labels and pursue exclusive product. As parents themselves, the Axl's Closet team understands the importance of quality and value and will place an emphasis on manufacturers that consistently deliver both. Additionally, the company is committed to providing visitors with an exceptional customer experience and is dedicated to empowering customers to give back by integrating philanthropy into every sale.

From the first conversation about building the right company culture, Axl's Closet has been dedicated to raising awareness and supporting organizations that are making a difference in the lives of children. Through its 1% for Kids program, Axl's Closet will feature one unique children's organization every month and donate 1% of every sale to support that organization's mission.

“Axl's is an obvious fit within our client roster and will serve kids and parents alike,” said Backbone Founder Penn Newhard. “The combination of active lifestyle brands with philanthropic outreach matches Backbone's philosophy and as a father of four kids, having a one-stop shop online for cool clothes is ideal.”

The Axl's team also includes a roster of long-time industry veterans and a few former staffers. Notable are Angie Hassan, who will head up Axl's buying group and Brad Tollefson, who will focus on planning and strategy.

Go to to check out the current collection and to learn more about partner organizations.


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