"As a multi-brand store, it was our goal to make sure the store aesthetic was cohesive," Caudill says. "At the same time our team worked with each brand to help evoke what they are and represent, so Steven Alan looks and feels like Steven Alan, and the same goes for our other anchor and featured brands."
And there are a lot of other brands, like fellow anchors Filson, Clare V, and Mollusk, and an assortment of Michigan-bred names such as SMPLFD, Kerosene Fragrances, and Detroit Surf Co.
They'll also soon be stocking a who's who of others, ranging from Apolis to The Hill-side. Safe to say, it has something for just about everyone.