Bulky Boy Clothing Company has been able to flex its muscle even in a tough economic climate. The Pacific Beach-based brand has been able to do so by filling a unique niche. “The brand is more about a state of mind and a brotherhood,” said director of sales Dominic DiMaggio. “That’s what we’re providing to our customer – feeling like you’re a part of something.” Bulky Boy has headquartered on 4677 Cass St. in Pacific Beach for all three years of its existence. The Pacific Beach location also serves as a retail shop and the shipping point for all of the company’s online business. Most of Bulky Boy’s business is done online and in retailers across the county. The company currently has about 30 retail stores worldwide, including stores in Hawaii, Guam and Palau. Since its beginning selling extra- large shirts targeted at a specific demographic of men, Bulky Boy has morphed to include a little bit of everything for everyone. Even the pro athletes they sponsor, from mixed martial arts fighters to surfers to strongmen, come from all walks of life. “We’re not a surf brand. We’re not a skate brand. We’re an all-encompassing lifestyle brand,” DiMaggio said. “It’s not just a specific sports brand – that’s what’s great about it.” Bulky Boy’s main product is still T-shirts, from size medium to 6 extra-large, that range from $21-$35 depending on design and size. But they have expanded to include boardshorts and walkshorts up to size 56 waist, hats and beanies, rash guards, socks, performance moisture management tops, fight shorts and basketball jerseys. “We’ve filled a niche that no one else has… Most brands will either offer small through extra-large or double-extra-large, or it’s a specifically big and tall line,” DiMaggio said. “Most of the brands are well-recognized, but they’re limited to what they offer.” Bulky Boy got its unique name from a trip company president Kit Katner took with a longtime friend nine years ago. Katner noticed his friend, who was a former professional surfer, had put on some weight over the years. Katner jokingly gave his friend the nickname bulky boy, and after tossing that name around with his buddies, he decided to get it trademarked. Katner had a few ideas of how to use the name and eventually settled on starting a clothing company because he felt like something was missing for guys his age that still wanted to be active. Around that same time Katner, who lives in La Jolla, purchased the property on Cass Street with the intention of making it company headquarters. “After time, everyone’s grown up, started a family and has a successful profession where you sit behind a desk and put on a little bit of weight,” DiMaggio said, “and you’re not able to do the things you used to be able to do when you were younger.” A short while after Bulky Boy started up Katner met DiMaggio, who was at the time the general manager of the South Coast Windansea on Felspar Street in PB. Katner brought him on board and DiMaggio has served as Bulky Boy’s director of sales for two and a half years. The Point Loma native has worked in retail for 10 years and currently lives in Carlsbad. From the outset, Bulky Boy inspired Katner’s friends to get back to the things they enjoyed doing when they were younger. DiMaggio said many customers feel that same sense of strength from wearing the brand. “A lot of guys have told us, ‘I like wearing Bulky Boy because it empowers me. It makes me feel like I can do the things I used to do. It makes me realize that I got to get off my butt and go do those things. There’s really nothing holding me back,’” DiMaggio said. As far as its definition, a bulky boy is not just someone who has put on a little weight over time. DiMaggio said it’s far more than that. “A Bulky Boy is more of an attitude. It’s more of a state of mind than sheer size,” DiMaggio said. “A Bulky Boy is a man who is into strength, honor, family, and just loves life – loves being active no matter what.” DiMaggio said the company has grown by word of mouth and that many of the customers identify with each other. DiMaggio said Bulky Boy plans to keep expanding by adding shops in Canada and New York in the near future. As far as the product, he said there are plans to potentially add a formal line –it all depends on what the boys want, DiMaggio said. Bulky Boy is located at 4677 Cass St. in Pacific Beach. For more information on Bulky Boy visit www.bulkyboy.com.