| Johnny Cupcakes is a clothing brand which was first | | | | shelves of his store on Boston's chic Newbury Street. |
| started in the year 2001 as sort of a joke. | | | | On his store, on Boston's Newbury Street, Johnny |
| It was founded by Johnny Earle. After a friend gave | | | | set it up like a well-laid trap: He planted a giant dough |
| him the nickname "Johnny Cupcakes," he made a | | | | machine in the window, and made sure the glass |
| T-shirt for laughs. Almost immediately, people started | | | | bakery cases and stainless-steel cooling racks were |
| asking for one, and Earle started printing more and | | | | visible from the street. |
| selling them - first to friends from the back of his | | | | Inside the bakery-themed interior of the Johnny |
| car, and then to strangers on the Internet. | | | | Cupcakes store on Boston's Newbury Street, T-shirts |
| The t-shirt line uses cupcakes as the prominent | | | | are displayed in glass cases normally used to show |
| feature often replacing icons with cup cakes like | | | | off baked goods. All day, hungry passers-by come in |
| statue of liberty holding a cupcake; Marilyn Monroe | | | | asking for cupcakes. Johnny Cupcakes shirts are |
| with a tiny cupcake-shaped mole; and the | | | | wrapped in special cupcake tissue paper, and usually |
| cupcake-and-crossbones motif that has become the | | | | come with a Ninja Turtles or Garbage Pail Kids card. |
| store's signature design. By the time word spread | | | | Taking a couple of extra minutes to do that puts a |
| online that Earle was opening a store on Boston's chic | | | | gigantic smile on someone's face! And, all day, Johnny |
| Newbury Street, more than 500 people lined up | | | | tries to contain his amusement as he explains he has |
| around the block to get in. Now his cupcake-themed | | | | no cupcakes for sale. |
| T-shirts, at $40 to $70 each, are flying off the | | | | |