From the narrow streets of Balboa Island, to the 46,000 square feet in Irvine, fashion designer Mossimo Giannulli knows the meaning of the word expansion. In 1987, the native Californian was shipping his now-famous 3-panel volleyball shorts out of his Balboa apartment via UPS. Today, eight years later, he's using a loading dock to fill the orders of a fashion empire that's expanded exponentially to include: Mossimo Man (contemporary men's sportswear), Mossimo Swim (fashion driven women's sportswear), Mossimo Body (a sportswear-inspired collection of women's bodywear), Mossimo optic (high quality European produced eyewear), Mossimo AXS (an accessory collection of hats, bags, belts and wallets), Mossimo Sole (a line of fashion and casual footwear), and the newest edition, Mossimo Gene (a collection of denim sportswear revolving around a 5-pocket relaxed fit jean that will be the core of every man's wardrobe).

In addition to the growth of the product line, Mossimo has also made a foray into the world of retail. The original Mossimo Supply opened in December of 1992 in Orange County's South Coast Plaza - considered to be the premier shopping center in the United States. The second Mossimo Supply opened in historic Old Town Pasadena, joining other renowned retailers such as Armani Exchange, J. Crew, and Banana Republic. Both of these venues serve as the consummate showcase for the entire Mossimo collection. Plans are underway for additional locations including one in New York City.

But Mossimo is more than the sum of its parts, due to the guiding vision of its 30 year old founder, Mossimo Giannulli. Parlaying a natural design talent into a leading contemporary sportswear company, Mossimo has always evolved with his customer. Rather than lavishly following market trends, Mossimo serves as his own muse - dressing his customer as he does himself - which is one key to his success.

Symbiosis- give and take - it's all part of the design aesthetic at Mossimo, where ideas percolate from a young, street-savvy staff and where "bottom-up" management is key. MBA's are not treated any differently than the guys in the warehouse - everyone's opinion matters - and youth and inexperience are much valued commodities. Explains Mossimo, "I see youth as an asset because there is so much energy and strength there. With no preconcieved notion of how to do business." Adds the iconoclast, "I'll trade you a degree for a work ethic any day."

Mossimo's customers are clearly responding to his new attitude, flocking to his personal appearances like groupies to a rock star. Since 1992, at the opening of his in-store shop at Bullock's South Coast Plaza and in a tour of personal appearances at stores across the country, Mossimo has been mobbed by women, teenage girls and boys, parents, children, you name it - all waiting to get his autograph on the hip sportswear that bears his logo. In 1994, Mossimo was honored by Otis School of Art and Design for his contribution to the fashion industry, as well as received his fourth Marty Award nomination for excellence in West Coast menswear design.

With his men's and women's collections carried in major stores in Amercia, Europe, Japan, Australia, and Canada, Mossimo has come a long way from the original three-panel shorts. Like the letter M that Mossimo first plastered on the back of those volley shorts, his logo has changed with his burgeoning empire, and continues to evolve as a graphic design element on his clothes. It's a symbol of his willingness to change, while remaining true to a certain integrity of style.

That is the secret of success at Mossimo.