Entrepreneur: Young Millionaires | Print |

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.


Driving Force: It was their lifelong obsession with cars and previous work with celebrities at an entertainment magazine that inspired the three friends to borrow $20,000 in 1999 to start the magazine out of their home offices. Since then, they've taken the DUB name and branched out beyond the print publication with custom car shows that have sponsors like Best Buy, Dodge and Pepsi and average 15,000 attendees; three lines of toys; two brands of wheels; a video game; and even a spot on the small screen. "We were fortunate to work with MTV back when we were the first of our kind," Herman Flores says of their experience co-producing a DUB edition of MTV Cribs.

Young and Restless: Success didn't come easy, but Haythem Haddad says that being young and confident took them a long way. "The celebrities, the kinds of cars we have--we all felt it was a strong concept," he says. "We were trailblazers--the first in our industry to profile the content that we have in our magazine." He says being naive and taking risks actually helped push the brand forward.

Follow Their Lead: Use your youth to your advantage by introducing something new into the market. --James Park