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Springfield, MO

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Photo provided by AVENUE 33 APPAREL LLC
Photo provided by AVENUE 33 APPAREL LLC

Startup Corner: Rance Loftsgard, Avenue 33 Apparel LLC

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Minimally viable product …
Handcrafted, American-made, sweat-shop free ties, bow ties, pocket squares and lapel pins designed in Springfield (and) made in Brooklyn, New York, (with) Italian silks, cotton and wool.

Problem-solving …
Historically, high-end fashion and ethically produced garments, especially those produced in the United States, have been separate industries. Our passion is to provide thoughtfully produced, exquisite pieces of wearable art, which the market can feel good about buying.

Secondly, we seek to value purpose over profits. Our name, Avenue 33, represents a commitment to reinvest a third of our resources (controlling interest) into microbusiness lending among the world’s most vulnerable populations. We believe the most fundamental human need is never money, power or fame, but it is to live in a story larger than ourselves. Without a compelling narrative, we become a bored and dangerous humanity. Often in helping, we have done a disservice by only teaching people how to fish. We seek to redeem capitalism (and) empower the people who rent the boats and sell the pole. We believe it to be a step toward providing greater opportunity and a more sustainable model of change.

Seed money …
On election night, when most Americans were reeling or rejoicing, America lost a true hero. He was a World War II bomber pilot, French Medal of Honor recipient and U.S. Air Force captain, who happened to be my grandfather. When he passed, I was blessed with an unexpected inheritance of $15,000 for startup capital. I wanted to be intentional about using this opportunity to build a legacy of hope not only for myself but for others.

Hurdles overcome …
Still hurdling. I’m not a fashion designer, I didn’t go to school for it and fashion is a very hard field to get into. What I do have going for me is that I grew up in the fine arts world and have had an eye for fine-tailored suits and the like. The first major hurdle was finding a manufacturer. After being turned down by several, I found what, unbeknownst to me, is one of the finest tie makers in the world hiding under the Manhattan bridge in Brooklyn. After several conversations and last-minute trips to New York, they agreed to give me a chance.

Next phase …
To connect with menswear buyers from regional boutiques. We landed our first retail account and are honored to be carried by Town & County in Springfield by mid-March. Our strategy is to be the hometown hero, to start from Springfield and systematically reach out to potential partners in surrounding markets. After we’ve attained traction in retail, we plan to launch a full e-commerce site.

Best advice …
A quote by fashion icon Iris Apfel: “More is more and less is a bore!” I had to learn quickly to not be ashamed to design. The most eccentric designs I thought may never sell were the first ones picked out.

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