Today we’d like to introduce you to Adam Fleming.
Adam, we appreciate you taking the time to share your story with us today. Where does your story begin?
So, I’ve been in the retail industry over half my life. I think like a lot of people who are in that industry, you can sometimes feel like you are stuck. I found myself in an industry that was hard to get out of. At the beginning it was appealing because it was a paycheck, and I didn’t know what I wanted to do. When I went to college that feeling of not knowing what I wanted to do became stronger and I began to feel I was just throwing money at nothing. So, I began to spend more time at work and less at school. Which at the time was a retail apparel/tattoo shop. The more freedom that offered the more appealing it became. I could look how I wanted, dress how I wanted, the schedule was pretty flexible, and I was learning a lot. Eventually I stopped school altogether. After a while that shop closed, and I found myself with another company that had just came to the St. Louis area. I got on in management with my prior experience. This was a company that also really fostered that idea of being yourself. No covering tattoos or piercings, no dress code, just be you. And at a time when all that was pretty frowned upon or came with a certain stigma, it was enticing. I mean I grew up with heavy influences in music, art, tattoos, skateboarding…essentially, I was a little south city skater punk. I spent the next 20yrs between two different companies as a GM. Money was decent, bills were paid but I was becoming increasingly unhappy with what I was doing. I was noticing a pattern. One that frequently occurs in corporations. Changes in direction. From product, to demographics, and to overall substance. Then came the question, can I keep managing and selling product I don’t particularly like or can’t relate to, to people I can’t relate to. So, I came to the realization that I wanted to make something for myself. Something I could be happy about and pour all my influences and experience into. I stayed with the company I was at for another couple years but was using my experience in art and design to teach myself to design and print my own clothes. I had the idea that I wanted to offer St. Louis something unique. I knew there were a number of local t-shirt and apparel companies already. But I wanted to offer something that felt a bit grittier, a little edgy, sometimes irreverent and just fun. Some would say more realistic. Something that really felt St. Louis. So, near the end of 2023 I launched 151stlshop.com. And in May of 2024 I started setting up shop at local events, venues, markets. This was it. This is what I wanted to do. I got so much positive reaction and people really seemed to enjoy the product. I was turned onto a retail location in Maplewood that had become available and with the help and support from my family and my fiancé, I went for it. We opened in October of 2024 and here we are.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I think the biggest struggle was internal. Taking the leap. Constantly asking yourself “Do I do it? Should I do it? Can I do it?” It’s scary. I mean you’re essentially trading a steady decent salary for something unknown and uncertain. But once I set up the tent and tables for the first time at our first ever event and people started buying, taking pics to send to friends, laughing and giving such positive reactions, that was it. You have this “ok, I can do this” feeling. And once you do take that leap, you have no choice but to keep going. I had run businesses for many years but starting one was a whole different thing. Having to learn the legal stuff like necessary permits, licenses, zoning stuff, insurance, etc. That was a lesson. Also, starting your own business is NOT cheap.
Can you tell our readers more about what you do and what you think sets you apart from others?
I grew up with two pretty talented parents. My mom was always very artistic, and my dad was a very talented musician. They passed both of those on to me. So, I was very fortunate in that way. I was always, ever since I was a kid, drawing. On walls and things I shouldn’t, to being given paper, then sketchpads, then to buying my own. When I worked at the tattoo shop, I was designing tattoos for people or designing marketing for the store. It’s something I’ve always enjoyed. I think what sets 151STl Shop apart from others is a grittiness to our merch that feels genuine and unique. We try to offer something for everyone. Whether that be humorous or edgy, or classic and fashionable. A lot of our stuff has almost a streetwear vibe. I think a lot of other local brands have a very strong sports or beer themed feel or are event specific. People can relate to us. I’ve gotten customers saying things like “now THIS is St. Louis’ or “that’s so true” or “yup, that’s my neighborhood”. Or just general laughter. And that feels good.
Where do you see things going in the next 5-10 years?
As an industry retail itself has been struggling for a while. Small especially. You kind of know that going into it. Competing with larger companies and even some small local ones who are in a similar field is going to be challenging. But even larger organizations like malls are struggling as well. They’re closing left and right. Mostly competing with the internet. As far as 151stl Shop specifically, I do know that STL folks LOVE their STL merch and like repping the city whenever they can. So, I’d like to see us become the premier “real feel” STl merch location. We’re a baby company. We’ve only physically been around since May of last year. So, my focus is just really continuing to get the name out there. We’re still continuing to do events around the city this year to get our merch out there and spread the word. Also focus on our internet presence. And I think we have a good niche. Really the objective for the next couple years to reach that point where someone says “you ever been to 151stl Shop? HELL YEAH!” A big shift I’d like to see is people getting up and out. That’s a massive trend that’s developed over the last many number of years thanks to the internet, people staying in and shopping online. This not leaving the house or getting off the couch mentality has emerged. That’s the fun. Especially with small businesses. These shops are a representation of someone’s creativity, their experience, their individuality. Get walking, grab your coffee, hit those shops or boutiques, see the stuff, touch the things, smell the smells, ask questions, interact. That’s a trend I’d like to see make a massive comeback.
Pricing:
- Tees start at $25
- Sweatshirts start at $35
- Hoodies at $40
- Hats $22 and up
- $12 totes and $4 koozies
Contact Info:
- Website: 151stlshop.com
- Instagram: @151stlshop
