The area code 412 is more than just a local area code. It represents the great city of Pittsburgh. Two brothers, Christian and Aaron Kinkela, had the brilliant idea to make this area code into a brand. The brand was created in 2007 and they wanted to “create a brand that celebrated Pittsburgh’s emerging generation of cultural creators and professional athletes – all inspired by the ‘Burgh’s proud blue-collar heritage.” They continued to work on the brand and decided that the slogan for their company should be “Hometown is hero.” In 2008, the brand opened their first store in the South Side of Pittsburgh. The company began to work to have collaborations with famous Pittsburgh athletes and actors to help promote the brand. They worked with “Kris Letang (Pittsburgh Penguins), Ike Taylor (formerly of the Pittsburgh Steelers), Lupe Fiasco (Grammy-winning recording artist), 13thWitness (one of Instagram’s most-followed photographers), Meghan Klingenberg (Women’s World Cup Champion), and Heinz (a Kraft company) as well as Ryan Shazier.” The company began to have partnerships. This included the Pittsburgh Pirates, Pittsburgh Penguins. Pittsburgh Parks Conservancy, and the Pittsburgh firefighters Local 1. These helped to get the brand name out and expose more People to the brand. The brand also partners with major companies such as Champion, North Face, and Sarris. 

This brand has inspired me for multiple reasons. The first main reason is how they give back to the Pittsburgh community. I take pride in my city and love that they always help any way possible. The next main reason is that they were able to think of a simple concept and expand on it. The area code has been around since 1947 and they were able to innovate and make this into a business. Finally, they are constantly changing. The brand has their core collection of black and gray hoodies and shirts but they are always looking to add new release new clothes.