Why This Small Business Owner Only Sells Clothes He Believes In (Video)

Meredith Wood

Meredith Wood

Editor-in-Chief at Fundera
Meredith Wood is the editor-in-chief at Fundera. She has specialized in financial advice for small business owners for almost a decade, and is sought out frequently for her expertise in small business lending. Meredith’s advice has appeared in the SBA, SCORE, Yahoo!, Amex OPEN Forum, Fox Business, American Banker, Small Business Trends, and more.
Meredith Wood

American Made – Berkeley Supply Brand Piece from Adam Bove on Vimeo.

For Eli Cox, business is personal, from the clothes he sells to the shelves that display them. It’s what makes his menswear store such a one-of-a-kind small business.

Eli started Berkeley Supply in a shoebox-sized storefront in Denver, Colorado. He’s since grown out of those tiny beginnings—but not through rapid expansion or by capitalizing on the latest trends. Instead, Eli sells a carefully curated stock of hand-picked items from designers he knows and trusts—“all things that I believe in,” he explains. Even the store’s furniture carries a personal connection: Berkeley Supply’s cases and tables were all crafted by Eli’s father out of a red oak from his grandmother’s house.

Eli credits his taste to growing up in rural New Hampshire, where he was raised around clothes and objects built to last. “I thought to myself, ‘If you’re gonna open a menswear store, do it in a way that stands for something.’”

Watch the video for a look at Eli’s lovingly styled small business and the beautiful, American-made products it sells.

Editorial Note: Fundera exists to help you make better business decisions. That’s why we make sure our editorial integrity isn’t influenced by our own business. The opinions, analyses, reviews, or recommendations in this article are those of our editorial team alone. They haven’t been reviewed, approved, or otherwise endorsed by any of the companies mentioned above. Learn more about our editorial process and how we make money here.
Meredith Wood

Meredith Wood

Editor-in-Chief at Fundera
Meredith Wood is the editor-in-chief at Fundera. She has specialized in financial advice for small business owners for almost a decade, and is sought out frequently for her expertise in small business lending. Meredith’s advice has appeared in the SBA, SCORE, Yahoo!, Amex OPEN Forum, Fox Business, American Banker, Small Business Trends, and more.
Meredith Wood

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