IRL, BUSINESS: Stink Fish Sets Fashion Tone for Only Woman Entered in Indy 500
12 May 1998
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She's the honorary chairperson of the Championship Auto Racing Auxiliary (CARA) Fashion Show on Friday, May 22 at the Westin Hotel here.
She even has her own line of designer jewelry made by Steven Wright.
So why is Lyn St. James wearing clothing from an apparel company called Stink Fish?
"Their clothes are great!" vows St. James, who will attempt to put her Lifetime Television G-Force Nissan Infiniti into the field for the Indianapolis 500 this month to mark her seventh appearance in the world's greatest auto race.
"Don't let the name fool you," she insists. "They're the official apparel company of Lyn St. James Racing, and we're going to look great at Indy this month because of their hard work and support."
Stink Fish is a garment merchandising firm located in the middle of the famous Multimedia Gulch area of San Francisco. It has been creating custom screenprinted and embroidered garments since 1990, concentrating on the high-tech computer and finance banking firms of San Francisco and the Silicon Valley.
In addition to its corporate custom work, Stink Fish has remained very close to its roots. The initial intent of the owners were to create Stink Fish Action Wear, a surf-and-skate clothing line. Today the cool underground Stink Fish-style can be purchased from selected surf shops and directly from Stink Fish's website at www.stinkfish.com.
"In 1992, Stink Fish made a commitment to be the fastest garment merchandiser in the market," said Adam Vigil, Stink Fish's president. "We felt that there was no better way to send that message than to be involved in the fastest sport on earth."
Stink Fish entered the motorsports industry as a support firm to Indy car driver Willy T. Ribbs. From that relationship, Stink Fish was able to create a sponsorship program with motorsports legend Dan Gurney and All American Racers. As the electronic image sponsor of Gurney's CART champ car team, Stink Fish created and maintains "Eagle-eye," the team's official electronic magazine and website.
Stink Fish's motorsports involvement also includes a Protruck team, a two-car Formula Ford effort and a four-bike AMA motorcycle team, in addition to its work with Lyn St. James Racing.
