Since it was founded over 18 years ago by Michael and Gina Hecht, Project e has evolved from being a small mom and pop t-shirt operation into a very successful line of clothing for men and women. It didn't take the couple long to realize that the basic standard men's tee would not meet a woman's desire for a more flattering fit. So, they refocused their efforts to take the company in a more savvy direction. This new path is what ultimately helped them find their niche in the contemporary market. True fashion pioneers, Michael and Gina were the first to popularize kitschy Middle America with their campy Vintage Americana line. The line was introduced back in 1997 and was made up of timeless, often hokey designs inspired by billboards, restaurants, stores, and roadside signs. Michael fondly reflects on the line as their first hit, "It was the one that really put us on the road to success." Another trend the duo created was in rebellion to the return of the "70's Preppy look." Gina's double X-ray vision in innovative style enabled her to design the 'anti-preppy' polo with a vintage distressed faded look and feel. By utilizing a "XX" where the traditional logo would be, Project e was able to create another revolution in their evolution. The "XX" has now become the signature of Project e.