Money Talks: The identical twins running a hometown business

Jeff and Randy run a T-shirt store and community destination that shows off their St. Louis pride. Jeff and Randy Vines are 44-year-old identical twins. They’re also the creators and co-owners of STL-Style , a St. Louis apparel store that has become a destination for locals and tourists alike. STL-Style has been in its Cherokee Street storefront since 2010, with no plans to expand into a bigger location — even though the business has annual sales of just over $1 million. Here’s how the Vines brothers turned a love for their hometown into a thriving small business, creating not only T-shirts, but also a gathering space for St. Louis residents. Randy: From an early age, we were always obsessed with our city, St. Louis. We wanted to show it off and represent it in a way that was cool and stylish and honest. When we first started toying around with the idea of T-shirts, circa 2000, it was because there wasn’t any St. Louis apparel out there that we wanted to wear. It was all embarrassing touristy stuff, back then. We started cranking out designs that we came up with; we got the help of one of our graphic […]

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