Hey! Ho! Let's Shop!

Photo by Mark Weiss

Mickey Leigh, Joey's brother and the other co-owner of Ramones Productions, says that earnings since 2003 have multiplied "manifold"; the $2-per-T-shirt profits (among other licenses) are split between Leigh, Linda, and the other former members (Tommy, Dee Dee's estate, and successors CJ, Marky, and Richie).

Despite so many seemingly incongruous goods attached to such a no-frills band -- did we mention the air freshener? -- both Leigh and Linda insist that their late loved ones would have reveled in the merchandise. "When my brother and I were growing up and the Beatles were coming out," says Leigh, "we would buy everything we could possibly get our hands on: Beatle wigs, pins, dolls, lunch boxes. To us, it was really no big deal. The Ramones were not exactly a band with a big political stance about being anticapitalist." Adds Linda, "I love when I see anyone in Ramones T-shirts. Johnny did want to be the biggest band in the world."

Not surprisingly, the Ramones' postmortem marketing has been fraught with friction. Because Linda dated Joey before taking up with Johnny, for much of the band's career, the bandmates rarely spoke, and the same chilly atmosphere has extended to their next of kin. According to Leigh, they disagreed over which former band members should get a cut of the group's earnings after Johnny's death. The reason the Hurley clothing only features Joey stems from Linda's objection that it "had nothing to do with the Ramones," For his part, Leigh put the kibosh on a line of canine apparel that Linda backed.

Currently, the two only communicate through lawyers and managers. Leigh admits things are "pretty messy"; Linda would only comment, "The legacy is the important thing. So what if you don't see eye to eye with your business partner? That's life." Adding to the overall tension, last year Richard Reinhardt -- a.k.a. Richie Ramone, the band's drummer between '83 and '87 -- filed suit against Ramones Productions, claiming $900,000 in unpaid digital music royalties. "Stop arguing and fighting with each other!" Vega says, with evident exasperation. "Because we all loved merchandise!"

Despite the jousting among the inner circle, the Ramones continue to pick up steam as a marketing and licensing juggernaut. But does every owner of lime-green Ramones flip-flops know exactly who they are? "At sporting events, they play 'Hey, ho! Let's go!' and no one has any idea who the band is -- ever," says Dave Frey.

In Joey's hometown of Forest Hills, New York, Leigh recently spotted a teen wearing an eagle T-shirt and asked if he was a fan. Leigh was met with a blank stare. Leigh then asked if the kid had a favorite Ramones song. Again, no response. "I don't think he knew 'I Wanna Be Sedated' from 'Free Bird,'" Leigh says with a sigh. It's enough to make you wanna sniff some glue.