Cape Cod entrepreneur Justin Labdon is banking on the great white shark taking a bite out of the Black Dog as he ratchets up his Chatham Whites apparel line featuring the iconic predator.
"I'm having a ball with it," said Labdon, 41, who sells Chatham Whites at his Cape Cod Beach Chair store in East Harwich and online (www.chathamwhites.com). "People love the sharks."
A local retail expert thinks the idea has teeth.
"The white shark has always been an iconic image on the Cape and Islands. When (Peter) Benchley wrote 'Jaws,' it started an interest in all things sharks, and now sharks show up. This guy took the idea to the next step," said Caroline Daniels, a professor of entrepreneurship at Babson College.
A Cape native, Labdon recalled four years ago when shark sightings began in earnest, and media from around the world called his paddleboard shop for firsthand reports. He started selling a single style of shark shirt in 2010. But in Boston's North End last summer, he said, "We saw somebody wearing the shirts. It was kind of cool, and I thought, 'I should grow it.'"
Chatham Whites are priced slightly lower than The Black Dog, the line that originated as souvenir shirts for the eponymous restaurant on Martha's Vineyard. The shirts shot to fame after celebrities, including President Bill Clinton, wore them in the 1990s.
"I've had orders from Rhode Island and the Boston area," said Labdon.
He has designed sharks in polka dot prints but hopes his "all-American" stars and stripes print will be a hot seller. Labdon said he wants the line to be fun for tourists and locals alike, but he added, "Someone might get eaten, and it might be a different story."
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