GEEK STYLE
Pair design T-shirts for tech set
By Jon Ortiz, Sacramento Bee

Jonah Shinbach is a geek. His friends say so. His wife says so. Heck, he freely admits it.

So when the 33-year-old Sacramento audio engineer stumbled across a Roseville startup company that sells shirts with sophisticated graphic designs and cheeky silk-screened sayings such as, "The geek shall inherit the earth," "Eat, Sleep, Game," and "Geek Power," he had to buy a couple.

"It used to be that 'geek' was a negative term," Shinbach says. "It was the last thing I wanted to be called in high school. But these days, 'geek' means 'stock options' and 'millionaire.'"

Shinbach is exactly the kind of customer that The Gravy Factory founders Jon Crossland and Kevin Miles are looking for - computer nerds and video gamers who are ready to put away their pocket protectors and don "chic geek" apparel.

"Our product basically proves that just because you're a gamer or geek doesn't mean you have to dress like a dork," says Miles, a 30-something advertising writer who spends four or five hours each day playing video games. "We hope to become the Phat Farm of the gamer and geek culture."

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