Sick Boy | Paidas Management
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Sick Boy

Sick Boy


In 1999, after quitting his day job, Doug Asermely, founded the Sick Boy brand with only one design and a singular vision…

Later that year, he met his wife, Misty (pictured together), and they hit the road, along with their thre cats, two dogs, and a bird in tow to make their dream a reality.

In 2000, the first Sick Boy products were featured in a major catalog and online retailers, including J&P Cycles, and the line was an instant hit.

Doug’s hard-hitting style and tough Northeastern accent reflects in his approach to his brand and his business. Sick Boy / Sickie’s Garage is an authentic, edgy, “take no prisoners” American lifestyle brand with a loyal following and celebrity endorsement.

Doug and Misty tour the USA in their 85’ foot motor coach, complete with retail merchandising trailer. They can be seen at approximately 25 of the largest shows and rallies each year. They have brick-and-mortar retail locations in Sturgis, Daytona, and a 9000 sq. ft. historic storefront property in Deadwood, South Dakota. They’ve also licensed Sickie’s Garage Burgers and Brews restaurants in various locations. Two locations currently in operation, with a total of five already in the works.

With $2-3M in yearly apparel revenues, the brand has developed a diverse following from young to old, male to female, bikers, rockers, tattoo community, major celebrities and with crossover to urban markets

Doug’s list of major celebrity endorsers reads like a who’s who, including, but in no ways limited to, the following individuals and members of some of the most well-known bands: Evel Knievel, Eddie Trunk, Guns N’ Roses, RATT, Deep Purple, Quiet Riot, John Fogarty, Chickenfoot, Jason Bonham, Motörhead, Sons of Anarchy, and many more.

“My sense is that Doug’s proven success speaks volumes of this viral American lifestyle brand. His rabid following is further evidence of the brand’s authenticity and rebel spirit. His brand is perfectly poised to be a breakout juggernaut that resonates with broad appeal and diversity” – Jim Paidas

For licensing and media inquiries, please contact:

Paidas Management

For more product images and info:

Sick Boy Official Site