As Emily flourishes, millions turn and face the strange

By Eric Searleman
The Arizona Republic

March 29, 2001

Moody teenagers have been around for a long time. Twelve-thousand years ago, they moped in dank caves. Today, they mope in locked bedrooms. Teen angst is, and forever will be. timeless. Maybe that explains the popularity of a black-clad 13 year-old named Emily. She’s not obsessively morose though her color-challenged wardrobe might suggest otherwise. And she doesn’t exactly rage against the machine. She’s merely a cipher for millions of misunderstood teens. And get this: she’s not even real. Back in 1993, Rob Reger helped create Emily for a Santa Cruz Skateboards design About the same time, his goth cartoon character started popping up girl since all over town in sticker format. Thus was born a cartoon icon. Eventually, Reger moved to San Francisco and helped kick-start a clothing line called Cosmic Debris. Of course, his little goth girl creation followed him to the big city. In short order, the character started appearing on T—shirts, jackets, wristwatches, handbags, and mouse pads. For eight years, Emily has been a hip blip on the underground radar screen. Reger now is poised to take her into
the mainstream market. “I started Emilv in my garage with just four silk-screens,” says Reger, 31. “Little by little, I expanded to meet the demand.” And now. he savs. demand

is exploding. Such celebs as Lucy Liu and Kahimi Karie and such bands as Cibo Matto and Kittie have been spotted in Emily wear. Television viewers have een the tot’s merch on Buffy the Vampire Slayer, Friends, and interestingly That ’70s Show. In May, Chronicle Books will be releasing three tomes based on the cartoon character.. In the fall, more Chronicle product is planned, including a 60 page collection of cartoons and dark quips. Reger also is busy fielding calls from cable
and network TV. One of the main guys responsible for expanding the Emilv universe is Brian Brooks. 28. He’s the money moppers lead artist with Val ley connections. He grew up in Phoenix and went to Central High School and Phoenix College before enrolling in the San Francisco Art Institute. His brother is Michael Brooks, guitarist for the Beat Angels. It’s Brooks’ job to break down the borders around Emily – literally. In the early days, the Image on Emily was always confined by a four- sided border. Now, he’s busy erasing those walls. “We’re breaking her out and expanding her image,” Brooks says. “I’m interested in exploring Emily’s creative side and bending reality a little bit ” Reger is working on the character’s family history, but it’s Brooks who’s infusing her with graphic spunk. “We want to kee a prankster spirit alive with Emily,” Brooks says. “She’ll never be corrupted by the mainstream, no matter how popular she gets.” If Emily does, in fact, explode into TV, movies, Game Boys and cereal boxes. she’ll continue to be a strange, secretive kid with a slingshot. Brooks knows what makes her so popular. “She’s a blank slate,” he says. “There are no details. no brand names on her sneakers. She belongs to no generation. She’s totally vague.” And that’s the secret to Emily. People of both genders are able to project themselves onto her. She represents a universe of one and everyone can relate to that, Brooks says. Locally, Emily gear can de found at Hot Topic in Metrocenter. This fall, the punky clothing chain store is planning a big back-to-school push centered on the cosmic Debris character. Online, Emily is the star of her very own highly enjoyable Web site, www.emilystrange.com Before buying a Horny Hood jacket or a Bullet Pak belt, check out her new slingshot game, Shoot To Thrill. Finally when not punching
the clock at Cosmic Debris, Books maintains his own quirky site at www.pillowgoat.com. One peek at the artist’s work will confirm that Emily is in good, if not slightly demented hands.

what’s black and white and red all over? Only the hottest goth cartoon girl since … well, ever. Unless you can think of another who’s had her own T shirts, wrist watches, handbags, books, and Web site.