Gem City Style: January 2025

Jessica Hunter

Greg Straub, co-owner of Erie Apparel (winner of 2024's Best Boutique), sat down with Jessica Hunter to discuss the origins of the business, how the shop has grown, and how the best parts of Erie turn into successful designs.

I recently had a chance to talk to Greg Straub, co-owner of Erie Apparel (featured on this issue's cover), the 2024 Best of Erie winner for Best Boutique. In our conversation, he reflects on his company's humble origins, what goes into a winning t-shirt design, unexpected milestones, and what's ahead.

Jessica Hunter (JH): Erie Apparel has been around for a little over 10 years. What inspired you to start Erie Apparel and how has your vision evolved over time? How did you move from e-commerce only to adding a brick and mortar?

Greg Straub (GS): At the time (2013-14), (co-owner) Pete (DiMichele) and I noticed a pretty large gap in the market for Erie-themed merch. We both had a few years away from Erie ourselves working in advertising, and thought we could give Erie Apparel a shot as a side hustle. In two short years we had reached our capacity to do this on nights and weekends, which led me to leaving my job and pursuing the business full-time. Our brick and mortar Flagship Store on West 12th Street followed shortly thereafter in 2017.

JH: How does Erie's culture and identity influence your designs? What do you believe has been the key to building such strong community support?

GS: Successful designs for us have been defined by finding common ground, which is to say, "What designs or themes interest the majority of our customers?" So the key really is to draw on our own experiences of being born and raised in Erie and do our best to share them in unique and creative ways, whether that be through highlighting Erie's most nostalgic "in-the-know" businesses, or just putting "Lake Erie" on a t-shirt for that tourist visiting for the first time.

JH: What challenges have you faced as a small business owner in Erie, and how do you overcome them?

GS: Lots! We've been very lucky and fortunate to be kicking around this long! Retail in particular, in Erie or not, comes with highs and lows. Forecasting sales and deciding how and when to take risks are definitely the most difficult aspects. Overcoming them for us usually is data-driven. We're lucky Erie has some great people who love our items and local places that are far more established than us that are open to collaboration.

Erie Apparel keeps a backstock of all of their bestsellers including the now famous "Erie Collage Tee" which features iconic local imagery like pepperoni balls, Greek sauce, Beach 6, and Ax Murder Hollow. (Photo: Jessica Hunter)

JH: Erie Apparel won Best Boutique — congratulations! How does winning the Best of Erie award impact your team and business? Can you share some other milestones that you are particularly proud of?

GS: Thank you! It's very cool and it serves our team as proof that our hard work is meaningful. It also is great social proof to someone who might be considering shopping with us for the first time to give us a chance. As far as milestones, we'll be celebrating 11 years in business this month, and we should (fingers crossed) reach half a million items sold (all-time) later this year, which continues to amaze me.

JH: What are your goals for Erie Apparel in the next five to 10 years? Are there any upcoming projects, collaborations, or collections that you are excited about?

GS: When's the next solar eclipse!? No, I think as far as goals we just want to continue to maintain what we have, and find interesting ways to expand our reach. We've learned Erieites are everywhere, but finding them can be a challenge! I can't speak about any imminent collaborations but yes, plenty to come from us this year and beyond!

JH: If you could describe Erie Apparel in three words, what would they be?

GS: Trying our best.

You can find all of Erie Apparel's award-winning designs at erieapparel.co

Jessica Hunter can be found at jessicahunterphotos.com