Simply building a brand is not enough - to thrive and prosper it must withstand trends while ingraining itself into the lives of customers. Kevin Zinger's SRH Clothing & Suburban Noize Records have been, and continue to be, a model for lifestyle branding since the days when Sublime rocked backyard parties. In fact those So Cal ska pioneers played early SRH shows with other legends like 311, Pennywise & The Offspring. Ever since, countless artists & athletes have worn the SRH spade or repped Suburban Noize. Kevin talks about how it all came to be, the heartbreak & bank break of lawsuits, and his inspiring father who taught him the power of hypnosis.