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But the company, created less than five years ago, has already grown far past the city limits of Fayetteville, and even well past Arkansas state lines to become a million-dollar company with distribution to 51 retailers in 12 states.
Elliot started Fayettechill when he was still in college in 2009. “I got a great outdoor vibe from this town,” he said. “I knew there was an outdoor culture, but I really wasn’t thinking outside of northwest Arkansas at first.” Elliot decided to try and capture the essence and culture of the city with a t-shirt line backed by a lifestyle brand. He enlisted the help of some local graphic designers, released his first line of shirts soon after that, and by 2010 had convinced a handful of area retailers to carry his products.
The Fayetteville Visitors Center was one of the first retailers to carry Fayettechill shirts. The center’s small gift shop saw sales growth of more than 100 percent for seven straight months in 2011, a growth the staff attributed almost solely to the addition of Fayettechill’s line. Other retailers saw similar demand, and it didn’t take long for Elliot to see the company’s potential growth outside of t-shirt sales – and the region. Elliot brought on business partners Grant Holden and Devin O’Dea, and instead of just focusing on apparel, Fayettechill also began carrying everything from water bottles to camping equipment. “It evolved from there into more of an Ozark mountain outfitters line, and now we’re at the stage that even the Ozark aspect is confining us,” Elliot said. “Now, we’re even working with some guys in the Appalachians in Fayetteville, Virginia, and trying to create the every person’s outdoor brand.” …
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