LiveMe founder Chris Avantaggio
Chris Avantaggio is soft-spoken yet energetic 29 year old “Mainer” that founded a company in 2009 called LiveMe. The idea started at the Maine Brewer’s festival with his friends as a way to stand out in the crowd and help them find each other easier. The blaze orange shirt he and his friends made simply read, “BeerME.” The “ME” of course standing for our great state of Maine. Fast forward to 2014. Chris Avantaggio runs the day to day at the increasingly popular apparel and accessory company called LiveME. The brand plays on the Maine abbreviation on a great array of products. Shirts and products range from their popular “BeerME” and “LoveME” shirts to other products that read “LiveME”, “SkiME”, and “RunME.” A personal favorite of mine was the “HuntMe” line of products- a tribute to Maine’s hunting community that was released back in the fall during hunting season. Products include shirts, hats, hoodies, frisbees, koozies, beer glasses mason jars, and even shopping totes.
Now probably 99% of people who initially meet Chris (myself included), first think how does this guy have the time to run such a great company, and feature so many amazing products? Then my jaw drops a little bit more when he also let’s me know that LiveME isn’t even his full time gig. He still refers to it as a “passion project.” His full time gig is in advertising and where he’s an associate creative director at the VIA Agency in Portland. Now this is the part where my jaw drops to the floor. He then tells me he is a father of two small children. I can relate to how much time and effort and passion it takes to run your own clothing company as Chris and I both share this in common. The fact that he does this all in stride is beyond impressive. In this current culture where people find every excuse to work as little as possible and often complain about being “too busy”, Chris is a breathe of fresh air. Every time I leave a meeting with Chris I find myself asking “Am I doing enough, could I be doing more?” It’s no secret that this man of many hats is successful for one reason: his work ethic. Things do not happen by chance.
When you ride down the highway and see a “LiveMe” sticker on someone’s bumper, or see an amazing touch at wedding like a mason jar with the words “LoveMe” laying over our great state of Maine you have to understand what it takes to get these ideas out to so many: Hard work, plain and simple. I believe there is no place better to start a business than Maine because of the pride this state exhibits. What Chris does is brilliant because it allows each “Mainer” to find something they love, and brand themselves as such. In the past few years it hasn’t just been Maine that has taken notice. People from all over the country have ordered his products, and there is no sign of slowing down. I recently sat down with Chris to really dig into what he does.
For people who aren’t familiar with LiveMe, what is it exactly?
Chris: LiveMe is a Maine Lifestyle brand that celebrates the state and the many things we love about it.
When did you realize that LiveMe was something you wanted to do, what year?
Chris: It didn’t exactly begin with a business plan, it was more like a ritual that later became an opportunity. Every year my buddies and I would attend the Maine Brewers festival and we’d wear something blaze orange to stand out in the crowd so we could all find each other. In the fall of 2009 I decided to put a t-shirt design together for all of us to wear at the event, the graphic was the outline of the state of Maine with the words BeerME through it. The shirts drew a lot of attention at the event and when I saw a friend literally sell the one he was wearing off his back, I thought I might be on to something.
Photo Credit: Lee Cullivan
LiveMe seems to be everywhere now. Every time I personally turn my head I see some of your products being word or displayed. In your opinion, why has the brand seemed to catch on so well in and out of Maine?
Chris: I think Mainers have a lot of pride for where they live ( or if they’re living in exile) where they’re from. LiveMe gives them an opportunity to show that off, but also display something different they are passionate about. I owe a lot to my family, friends and co-workers for helping me get the brand off the ground. Social media has also been instrumental in helping move the brand beyond Maine.
I’ve had many people ask about your brand that live out of state that are from Maine. Would you agree that it makes people feel or have a sense of “home” if they are living away?
Chris: It’ pretty amazing to see the places the shirts and stickers have traveled to so far. Home state pride is certainly the main reason for the brand’s success. But the remarkable thing about Maine is you don’t have to be from Maine for it to leave it’s mark on you- it’s just one of those states you never forget. I think LiveMe helps celebrate that.
Can you talk about some of your favorite collaborations so far, and charity events that have meant a lot to you. How important is it for you to be based out of Portland, where it seems everyone wants to help each other out?
Chris: Portland, Maine has been an amazing place to start a business. We basically started by word of mouth and became engaged in the local community through events like Portland Greendrinks. Others would include the Old Port Festival and other local businesses. People love to support local business in Portland and I think that is one of the reasons for the brand’s momentum.
Each year we donate merchandise to local non-profits like Big Brother and Big Sister, Portland Farmers Market, and Portland WinterKids for fundraising efforts around Maine. We also have done some collaborations for charity. Last spring we designed a “BabyMe” shirt to help support fundraising for the March of Dimes and Maine Medical Center NICU. This fall we launched the “FeedMe” t-shirt and grocery tote to help support the Good Shepherd Food Bank in their fight against Maine hunger. These are two collaborations that really mean a lot to us.
What are your future plans for the brand, and where do you see it in 5 years?
Chris: In five years I hope the brand is still doing what it’s doing now- spreading the Maine stoke! This started as a passion project and continues to be one for me and the family and friends that help me operate it. I think I’m most looking forward to conquering parenthood with my wife Liz. We have two little dudes in diapers now and it’s awesome watching them grow!
How do people find the brand?
Chris: You can shop with us directly at http://www.livememaine.com. For a limited time, readers can enter ILOVEPORTLAND for 10% off your entire purchase. You can also connect with us on our Facebook and Twitter. If you’re visually inclined we are also on instagram @livemaine.
Around Portland you can find us at Old Port Card Works, Maine Surfers Union, and Newbury Comics!
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As a peer, Chris is an inspiration to me. You can tell how he speaks about his two sons- Cole, who is 21 months, and Rex who is 3 months that his true “passion project” is his family. Chris Avantaggio is humble in his approach and has hit a home run at capturing what it means to be from Maine. Most importantly, he shows my generation that work is never done, and family will always come first.
Hope you all have a great weekend and go support Chris and LiveMe!
Kyle Poissonnier
