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The 4 A's of Marketing with Pinstripes by Terry S Vostor
Kenny Howard A.K.A. "Dutch", "Dutchie" or "Von Dutch" is considered by many in the cultural communities to be the Van Gogh of the 1960's wow generation
Interestingly enough in terms of marketing and development the Custom Car craze grew out of the work of one eccentric painter / mechanic named Kenny Howard.Mr. Howard has been awarded the designation in his field the nom de plume of "Von Dutch" . Customers began to ask for his style of work as having their motorcycle - be it an American Harley Davidson "hog" , a British BSA or a German BMW bike to be simply "Dutched". So was listed on the invoice of the specialized and individualized , personalized painting job that was provided to these chosen and lucky customers of Mr. K. Howard aka V Dutch.
Born in 1929, Kenny was the person who transformed simple pin striping into an "art form" on everything from motorcycles to car bodies. Kenny grew up hanging around his father's sign shop. At that point in time there was no such thing as eclectic neon signs, nor decals or spray painting. Everything was hand painted with fine brushes, down to every letter and detail. After finishing high school in the early 1940's he began working in a motorcycle shop and that pinstripes were just great when it came to motorcycle body work and paint jobs. Pin-striping and Pinstripes on a bike were a wonderful ploy of back-lane auto and motorcycle shops to add originality and personality to a machine , and get more than one Manitoba MPIC written off vehicle back onto the road and onto the rolls of more than one auto finance firm.
If anything at that time, pin stripings belong to old 1930's gangster style suits. The 60's "Mod Scene" has spread throughout the world -often associated with the likes of the Beatles , the Doors with Jim Morrison and the Winnipeg based Guess Who music scene. Soon Kenny (nicknamed Dutch for his trait of stubbornness), was painting everything and anything with his unique touch including motorcycles and even T-shirts. It could be said that each and every creation was a unique art form for each and every customer who brought the artist work. It could be said that not only was each design entirely unique and original. The end result can be said to be an original based on the purchaser of the finished product. On top of that the designs were downright "wild". The genre became more than popular.
Kenny furthered on pin striping nothing but motorcycles. In that original era of the 50's virtually thousands and thousands of motorbikes were painted
with the most original of designs by "the designer" and painter. From then on he went onto pin-striping cars themselves. It became a trade mark in auto / bike customization paint shops whose work was often subcontracted from more mainstream and considered more reputable auto and motorcycle collision and retail upgrade shops. The small shops did the work , the larger more visible shops took the credit and pushed the upgrades as a most profitable venue. In most cases the work came down to his much time customers who wanted a Dutch creation could afford. The designs were entirely left to Mr. Howard.
It may of been the inspiration for the 60's TV show Partridge Family bus- David Cassidy, Susan Dew et al - the school-bus that became Ken's office ,factory and workbench. So goes the legend of Kenny Howard / Von Dutch.
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Article Source: http://www.earticlesonline.com/Article/The-4-A-s-of-Marketing-with-Pinstripes/676758
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