By Shayna Mace
I launched with the retail concept because it’s my canvas for the brand. Three months ago, I started selling online, too. But the brick- and-mortar side of it is all about meeting people and allowing people to come and experience your brand three-dimensionally. With a small boutique, you have a guarantee on the product—I’ll be here to help fit you, and be sure to take it back if you don’t like it.
The name was based on a work wear concept, and part of my strategy is to source from the U.S. The U.S. has a great work wear history with denim manufacturing. So that was the starting point to having this brand grounded in better basics, and a staple of that is denim. I also like vintage sports, so you think of the journeyman ball player. The third part of the name is [a nod to] travel and the journey.
Part of my mission statement is “approachable fashion for men,” and that to its core, is quality and fit. That’s something I think about every day when I’m editing the assortment, buying it and talking to my customers. This store carries better brands, and when someone is spending a little more on their wardrobe, it really needs to fit well and last.
Yes, I’m partnering with a 120-year-old knitting company, Harley of Scotland, for a small production run of sweaters I developed with them. Those are coming at the end of September. But eventually, about 20% of the store will be my brand, [with] sweatshirts, rugbys, T-shirts and socks.
A five-pocket twill jean, a great pair of leather boots, a chambray work shirt and some sort of shirt jacket (see all right). If you can get those building blocks, then you can layer on some extra fashion pieces that you can have fun with.
The Lakeshore Living publications are published by Nei-Turner Media Group, a full-service agency located in Lake Geneva, WI. Our publication covers the picturesque Lake Geneva area.
NEI-TURNER MEDIA GROUP
400 Broad Street, Unit D
Lake Geneva, WI 53147