Students find new way to make a brand

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As a missionary, John Storey began designing his own ties and shirts with the thought that one day he would like to start a business empowering others to do the same.

“I went to the markets of Peru and bought dyes and fabric and would go home and make the dye in boiling pots on my stove,” Storey said. “Most of the ties didn’t work out so well.”

The dream was short-lived, however, as back in the U.S. following his LDS mission, Storey realized the difficulty behind one college student starting his own clothing business.

[media-credit name=”Picture courtesy of John Storey” align=”alignright” width=”300″][/media-credit]
John Storey, left, and Saunder Schroeder show off their Flektor watches, available on kno-name.com.
Instead of giving up his goal, however, Storey just downsized and recruited the help of fellow entrepreneurial friend Saunder Schroeder.

At first, Storey and Schroeder tried wallets.

“If you go into a store targeting skaters, for example, they have stylized buckles and hats and sunglasses to go with the look, but none of them offer really the ‘Skull Candy’ of wallets,” Schroeder said.

Through the wallets, Storey and Schroeder did learn what would come to define their business model: customization.

“Everyone wants to wear things that are unique to them,” Storey said. “We found that was the biggest appeal.”

It wasn’t until Storey went to China with a friend, however, that the business team felt like they found what would form the greater foundation of their company.

Storey returned with watches and (kno)Name was born.

“They were perfect because they were not only unique, but they literally reflect the individual,” said Storey, raising his wrist to show the mirror face of the watch.

Still, Storey and Schroeder said they felt like the company was incomplete.

“We wanted to bring more substance into the company,” Schroeder said. “We felt like something was missing.”

That something came to Schroeder on Thanksgiving morning, in the shower.

“John and I are dreamers with the philosophy of ‘don’t let school get in the way of learning,'” Schroeder said. “But neither of our dreams are especially lucrative or lend themselves to supporting a family.”

Storey, an advertising major, dreams of traveling the world producing documentaries; Schroeder, a recent BYU dropout, wants to lead a high school football team to a state championship.

“That’s why we decided to find individuals like us who feel like they can’t monetarily accomplish their dreams, feature them on our site and donate half our profits to them,” Schroeder said.

One of those featured “dreamers” is Aaron Murphy.

Murphy got involved per Storey’s suggestion a couple months previous and has used the site and the company to help him fulfill his dream of promoting a charity in becoming a cast member in a Mexican soap opera.

“It’s one of those bucket list things to do, something I want to check off my list,” Murphy said, “but I would use it as a way to promote attention and donations to a charity such as aiding those with leprosy in India.”

Murphy, 24 and a former Salt Lake Community College student, travels throughout world promoting charitable causes: he plans on heading to Los Angeles and then Mexico next week in similar pursuits that can be traced on his YouTube Channel “MurphsLife.”

Both Schroeder and Storey feel this channeling of funds is a positive change from current corporate models.

“Every person in this room has branded themselves,” Schroeder said, indicating to the masses that had gathered in the “No Shh Zone” of the HBLL. “And all that branding went to some big CEO’s yacht. We want to distribute that money to a greater cause.”

In fact, though (Kno)Name.com offers its products on their site, the first thing that comes up when the webpage comes up are the faces of individuals involved and the statement, “Stop hiding behind a brand and start reping a brand that reflects you. The time has come to plant your print, self actualize and be (kno)wn.”

For those interested in getting involved in becoming a sponsored “dreamer,” Storey and Schroeder recommend individuals e-mail them at or

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