(PRLEAP.COM) ST. LOUIS, MO – Friends Keith Slater and Eddie Lehecka share a common passion for video games and computer technology. They recently decided to turn their passion into a business with the launch of Too Much Dedication, LLC and Roots26, a clothing line with threads based on the styles and culture of the video gaming community.

Both have been avid gamers and web developers since they were old enough to hold a joystick and click a mouse. The company gives the entrepreneurs a new avenue to pursue their passion.

Too Much Dedication’s first product is a T-shirt line, based on imagery and artistic styles from popular music-based games. The initial design’s first batch sold out almost immediately, and a second print of the shirt is selling really well also.

“We set out to create designs that would appeal to the gamer culture,” Slater said. “The initial response from the target audience has been strong, but the design has proven to have an even broader appeal to a more mainstream audience as well.”

According to Slater, the company released two new designs last week and they’re anticipating a positive response for them as well.

Slater, 23, is a St. Louis native. He earned a degree in computer programming from Vatterott College. He has worked in programming since 2001 and has worked with several companies as a web developer, IT specialist, asp and php programmer and server administrator.

Lehecka, a resident of Anaheim, CA, started programming and designing websites at 11 and first began working with graphic design at 16. In 2001, he founded bemanistyle.com, a popular interactive online community for enthusiasts of music-related video games.

Roots26 is a T-shirt brand of Too Much Dedication, LLC based in St. Louis, Missouri. The company designs and produces shirts to appeal to the international video gaming community. For more information on the company, to see available designs or to buy online, visit www.roots26.com.