The caffeine story
Alex That, a taxi driver’s son from Levittown, founder of Caffeine Nightclub, record label, Caffeine World DJ tour, record store, and the Caffeine lifestyle clothing line, is a self-made entrepreneur and brand builder. Caffeine Nightclub, being the brain child of Alex, was created in 1991 to further expand the underground dance culture that was emerging in Europe. Alex joined forces with childhood friend Kevin and Alex’s own younger brother, Jeff, to embark on a journey of a lifetime. They had strong passion for music, dancing, throwing parties, and fashion, which drove their dreams of conquering the world doing exactly that.
And so it begins. They became pioneers in introducing the electronic dance music movement, also known as EDM, to the U.S. market through the introduction of the various divisions of the Caffeine lifestyle brand. Being one of the first nightclubs in the United States to play techno to creating a clothing brand that catered to the EDM lifestyle worldwide. Alex and his crew gained much attention from the media. Given their passion, drive, and determination, the American rave scene would not be what it is today without their creative influence.
Caffeine Culture - The Caffeine brand is established
Caffeine Records Established - Under the Caffeine label, Sonique releases a chart topping record. Over 500,000 records are sold worldwide.
Caffeine Wholesale Clothing - The Caffeine clothing brand is launched in the US, Japan and Canada.
Caffeine Clothing - Sold in over 3,500 locations worldwide.
Caffeine Tour - 35 city DJ tour sponsored by Coca-Cola.
Caffeine Store Spain - Six Caffeine retail stores open in Spain, along with European and Australian distribution.
Caffeine Culture - Continues to grow as a Global Lifestyle brand.
Caffeine Academy opens at IDJNOW flagship store in the Babylon NY location.
DJ/Music Production Education Concept is created.
Caffeine - Established
Caffeine Nightclub and parties that went on to be a huge success
Caffeine "The Store" opens in New York, selling Caffeine branded clothing along with vinyl records for the DJs.
Caffeine Tour - Caffeine does a major worldwide DJ tour
Caffeine Culture - Gains international recognition through celebrities, press and media.
Caffeine Store Japan - The Caffeine store opens in Japan. An- other one follows a year later.
Caffeine Clothing - Expands into the contemporary premium sports- wear market and starts being carried by Macys, Nordstrom, Lord & Taylor and boutiques nationwide.
started creating youtube videos to promote clothing brand with over
Caffeine Culture opens up a DJ Academy - The first and only one of its kind on Long Island, as well as creative design and branding agency.