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If you own an Eskimo Joe's shirt, you own an automatic bondwith anyone else you might see in the world who also owns an EskimoJoe's shirt. With more than 10 million shirts sold, that'sa lot of bonding. That sense of connectivity is a phenomenon thatowner Stan Clark doesn't completely understand. But hedoesunderstand that the loyalty of his customers hasallowed him to turn the "little beer bar" he and a buddybought 22 years ago for $10,000 in the college town of Stillwater,Oklahoma, into a multimillion-dollar hospitality and merchandisingmachine that includes three restaurants and an internationallydistributed apparel and accessories line.
Eskimo Joe's is a home-grown success story. For the firsteight years, Clark's focus was on the bar and catering toOklahoma State University students. T-shirt sales were anincidental component of his business.
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