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Newsweek: 10 Big Thinkers for Big Business | Print |
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Newsweek_LogoLoAs he cruises through his old 'hood in East L.A. in an "inferno red" Dodge Charger, Myles Kovacs marvels at all the everyday cars riding on 50cm rims known as DUBs. Once street slang for a "double dime" bag of pot, the term DUB became the name of the hip-hop car magazine Kovacs founded five years ago that has transformed car-tuner subculture into Main Street fashion. "This is not just urban culture," he says, sporting baggy jeans and a $14,000 diamond-encrusted watch. "This is pop culture."

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New York Times: DUB Magazine Feature | Print |
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nytlogoOn a forthcoming cover, the actors Owen Wilson, Ben Stiller and Snoop Dogg preen in their ''Starsky & Hutch'' best, while for a previous issue the basketball player Kobe Bryant posed sitting on the bumper of his canary-yellow Lamborghini Murciélago. Then there's the rapper Lil' Kim, who modeled for her cover in a minidress zipped down to her navel, her Mercedes-Benz G500 peeking through in the background.

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Entrepreneur: Young Millionaires | Print |
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EntrepretlogoBring on the Bling: In the custom auto industry, the word dub conjures up images of tricked-out cars, big wheels and celebrities. Stars like Shaquille O'Neal and their rides frequently grace DUB's pages, bringing the car culture into the limelight and popularizing the look. "If you had chrome wheels or large rims five to 10 years ago, [people] thought you were a thug or a drug dealer," says Myles Kovacs. These days, auto-makers offer oversize rims as an option for new cars, and the "bad boy" stigma has dissolved into the mainstream.

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SEMA News: Mass Marketing With Myles Kovacs | Print |
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semanewsNo Turning Back: Mass Marketers Embrace the Specialty-Equipment Industry

“It’s about the styling,” said Myles Kovacs, president and co-founder of DUB Publishing, publisher of DUB magazine. “We’re the plastic surgeons. We take a base car, lower it, fix the proportions.”

The specialty-equipment industry has shed its image as street-racing outlaws or dangerous thrill seekers in the eyes of most Americans, including some of the largest old-money American brand names that have turned to the industry for a slice of cool—and a slice of its audience’s wallet.

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Los Angeles Times: DUB & Myles Kovacs | Print |
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latimeslogoLOS ANGELES reinvented the wheel.

Back in the dark ages – say, before MTV’s “Pimp My Ride” – America’s cars and trucks went around practically barefoot. Steel rims, lug nuts, hubcaps. Today, stand on any corner in America – or Russia or Japan – and you’ll see dazzling metallic spirographs, stupendous chromed starbursts of forged steel and billet-cut aluminum alloy. We’ve got diamonds on the soles of our shoes.

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