Two 20-year old college students from the Midwest, drove East this past week to set up a pop-up shop on Elizabeth Street in Soho featuring their Think Outside The Box line of t-shirts, hoodies, hats, skateboards.
- I got a chance to check out the store and meet Spencer Kuhlman and Johnny Wermers on Friday.
- What most impressed me about this millennial startup is their go-getter attitude.
- How incredibly ballsy to set up a business when you’re still a teenager and then take it to the fashion capital of the country!!
- A pop up in NYC is not easy to find nor inexpensive. They are funding theirs with profits from their online sales over the past year.
- For the New York pop up, they launched an exclusive line of skate decks, backpacks, polos, and more.
The store will be open this Saturday and Sunday (August 5-6) from 10 a.m. to 8 p.m. and is located at 171 Elizabeth St.
On the web: www.thxnkoutsidethebox.com/
They originally got on my radar through an article in the Grand Forks Herald. Highlights below along with more photos from the store.
- 20-year-old Spencer Kuhlman, a native of Grand Forks, met 19-year old Johnny Wermers, his business partner and co-founder of Think, while attending the Academy of Holy Angels in the Twin Cities.
- Kuhlman said Wermers originally came to him with the idea to start a clothing brand when they were at school together in 11th grade.
- But it wasn’t until a year later, while Kuhlman was away from school playing in the Manitoba Junior Hockey League, that the brand started to take shape.
- The brand was dubbed Think, a name chosen to promote the idea of thinking outside the box and truly being your own person.
- In August 2016 the team started to design.
- In January 2017, products were ordered.
- From there, they began shooting photos and filing legal work to get the business off the ground.
- Think became a LLC in the state of Minnesota in May 2017 and the logo was trademarked in June.
- Think released its first line of merchandise on May 31.
- The brand currently does most of its business in North Dakota and Minnesota.
- Next summer, they hope to open another pop-up in Los Angeles or Miami.
- For now though, the brand will continue to sell its products exclusively online.