American Indian Express … Don’t leave the Rez without it. You know you’re a rez dog if … your food all says USDA.
These and other irreverent sayings are the heart and soul of Rez Dog clothing company. Rez Dog is the brainchild of Keith DeHaas, Standing Rock Sioux. He established the company in 1998 and immediately went out and got a federal, state of Oklahoma, and a tribal trademark for his logo.
DeHaas envisions Rez Dog as the next Nike, but notes with a smile, “We aren’t there yet.”
But a minor point like that isn’t slowing down the young entrepreneur. “We’ve got a lot of stuff that we do take-offs on, stuff that we can make ‘Indian.’ We try to keep our line on the cutting edge,” DeHaas said.
DeHaas was involved with an uncle in another clothing company called TP Tops, but after his uncle died in car wreck, Rez Dog was born. DeHaas has used the experience he gained while working with his uncle and branched off with his own new clothing line.
“When I was looking for a logo I wanted to find something that everyone could identify with, no matter where they are from,” DeHaas said, “and Rez Dog was it.” The line, which originally consisted of T-shirts, is constantly expanding and DeHaas soon hopes to have a full line of clothing to add to the music, T-shirts and other Rez Dog inventory.
Getting the logo out to the public has been the hardest part, DeHaas said. He attends pow wows and gatherings each weekend and has a web site at Rezdog.com where customers can find out what Rez Dog is all about. They can call DeHaas at (615) 832-6484 or e-mail him at rezdog@hotmail.com. The web site at Rez Dog includes all kinds of items of interest. It lets customers know which pow wows and gatherings Rez Dog will attend and when they can go to shop at the Rez Dog booth and other newsy items about the company. There is even a thank you letter from rock star Ted Nugent for a logo Rez Dog furnished him.
Customers can order their favorite Rez Dog product online, but DeHaas said they are still setting up accounts and can’t take credit card orders yet.
During the Haskell Pow Wow in Lawrence, Kan., Rez Dog shirts were selling faster than DeHaas could put them on the table, with crowds constantly surrounding the booth. Apparently his hunch was right when it came to his logo and his designer shirts. Young and old alike were smiling and laughing about the shirts as they bought them.
DeHaas said the only way to know that you have a real Rez Dog shirt is to look on the back for the logo.
Rez Dog, taking a bite out of the clothing market, don’t leave the rez without it!