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

Meredith Wood

Meredith Wood

Editor-in-Chief at Fundera
Meredith is Editor-in-Chief at Fundera. Specializing in financial advice for small business owners, Meredith is a current and past contributor to Yahoo!, Amex OPEN Forum, Fox Business, SCORE, AllBusiness 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: Any opinions, analyses, reviews or recommendations expressed in this article are those of the author’s alone, and have not been reviewed, approved, or otherwise endorsed by any of these entities.
Meredith Wood

Meredith Wood

Editor-in-Chief at Fundera
Meredith is Editor-in-Chief at Fundera. Specializing in financial advice for small business owners, Meredith is a current and past contributor to Yahoo!, Amex OPEN Forum, Fox Business, SCORE, AllBusiness and more.
Meredith Wood

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