Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Yes Columbus An Experienced Columbus podcast keeps you in the
know of what's happening in the art city Columbus, home
of the three time MLS Cup champions, the number five
Beer city, a top ten culinary destination with the largest
concentration of fashion professionals in the US. Join iHeartMedia's Boxer,
(00:21):
Sarah Towns, Experienced, Columbus's chief marketing and innovation Officer, and
their guests for an inside look at a destination that
invites visitors and locals alike to explore. By the end
of each podcast, you'll be asking yourself, can all this
really exist in one city? Yes Columbus, Hello, and welcome
(00:41):
back to Yes Columbus, An Experienced Columbus Podcast. I'm one
of the co hosts Boxer, along with the better half
of me, Sarah Toow Boxer. Good to see you.
Speaker 2 (00:54):
Each episode we talk with the people behind the places
that make Columbus such a vibrant, creative, and welcoming city.
And today's guest be someone who's throwback threads have become
modern icon.
Speaker 1 (01:05):
I am super excited. So before we dive into today's conversation,
let's start with our headliner segment, this is where we
headline or highlight a recent story or accolade about Columbus.
Columbus was recently featured on Insider Hook's list of Unexpected Favorites,
So sixty five less obvious cities to add to your list.
(01:26):
Where they said, quote Columbus blends a lively cultural scene,
thriving local businesses, and a welcoming spirit that surprises visitors
and locals alike. I think most could agree with that.
Speaker 2 (01:39):
I think so too. It's a fitting nod to a
city that's full of hidden gems, from creative startups to
a vibrant fashion scene and a dynamic arts community. That
spirit of discovery and authenticity is embodied intoday's guests.
Speaker 1 (01:54):
It certainly is, and it gives me a great pleasure
and excitement to welcome Ryan Wessler, the founder's CEO and
chief mal Kia strategist of Homage, a brand that started
with vintage teas and grew into a I would say,
a cultural force. Ryan, Welcome to the podcast. Good to
have you here, Thanks for having me.
Speaker 2 (02:15):
Homage has such a strong identity and loyal following. Can
you take us back to the early days of Homage
What sparked the idea.
Speaker 3 (02:24):
So I think I just have always loved T shirts.
My older sister used to take me to the thrift
store and I'd find just gems, one of a kind gems,
some cool vintage sports tea or old rec's PC's t
and it was like really soft and broken in so
it wasn't like starchy, thick cotton, and just said like
someone should try to make these again. So that was
(02:47):
kind of the genesis. And then the first business that
taught me about it was selling the vintage stuff on eBay.
That's where I learned like the old tags, the old brands,
some of the old stories. And then also the eBay
business was cool because I got to like learn how
to run a mini business. You have shipping listing, customer service, accounting,
(03:07):
all that stuff.
Speaker 1 (03:08):
So, Brian, I didn't know this started with eber.
Speaker 2 (03:10):
I did either.
Speaker 1 (03:11):
Wow, yeah, how many years ago?
Speaker 3 (03:14):
Oh man, Well, the business of the LLC was we
have this fun this date in April that we celebrate
it's like the LLC filing date and so but I
was doing eBay before that. So for several years. eBay
started in college and my roommate like would make jokes
(03:37):
about there being vintage clothing from thrift stores all over
the dorm room. And but deep down I think he
kind of he liked it, so he put up with me.
Thank you, Elijah. He's a photographer, so I'm gonna let
him know. Yeah, there you go. And if you had
shut me down, like, who knows where I'd be.
Speaker 2 (03:54):
So right, I will say I don't love T shirt,
but I love homage T shirts because of exactly what
you said that broken in soft Field. There is no
fabric and no T shirt that I would rather wear
because of that.
Speaker 3 (04:10):
So awesome, Thank you.
Speaker 1 (04:12):
It feels good. I mean, it's just that I know
boxes that one on today I had to saluting Ryan.
Speaker 3 (04:17):
Actually right, I'm learning that people have different expectations of
what they want a T shirt to be. And like
if you grew up and heavier weight cotton was like
kind of what you're used to, Like, you might view
our shirt as like thin or cheap, and so I think,
you know, this is a great product for what it is.
I think then we say, hey, do we want to
do we think about heavyweight because like people.
Speaker 1 (04:39):
You have thought about that, Oh yeah, okay, yeah.
Speaker 3 (04:42):
Thinking about where the brand goes because it's kind of like, hey,
here's a one T shirt. Like what if somebody is
looking for something else, you can kind of meet them
where they are.
Speaker 1 (04:51):
But don't ever get rid of this mysterial No, this
is the this is the staple.
Speaker 3 (04:56):
Yeah, no, you have you have a strong core foundation.
But then you can go and think about others things
so interesting.
Speaker 2 (05:03):
So over the years, Homage has grown from being sold
in Chios to landing major brand collaborations in a national audience.
What were some key moments or decisions that helped fuel
that growth.
Speaker 3 (05:14):
You know, you think about specific moments and it's sort
of first, it's a lot of hard work by a
lot of people over many years of doing projects and
working with different people. But I think if you, if
you go back to a moment in time, think about
becoming an Ohio state licensee, because you know, everybody on
(05:36):
the outside looking in, Ohio State has one of the
most coveted best licensing departments. They've they've always done it themselves,
And I think getting that license in the beginning was
so important because you know, Buckeye fans are everywhere and
so you could you could you know, talk to Buckeye fans.
And then when it came time to like add different
(05:57):
subjects and themes. Like another pivotal moment NBA getting the
NBA license, So you know, like you could see how
important that wide foundation was with with Buckeye Nations. And
you know, you have a question about like you know,
how Columbus has been for us, some kind of combining questions.
But I just think from the beginning, like people here
(06:17):
have been incredibly supportive of me, of of the business,
of the idea, of the notion of paying homage, and
so I always you know, take it back to that
OSU license, Ryan.
Speaker 1 (06:28):
Was that the first license you had got for the company.
Speaker 3 (06:31):
Or the first early you know, there's there's other Ohio
schools that it's just an easier process to get the license.
So you know, being an OU grad, we had OU
We probably had Kent State, Bowling Green Miami, but getting
that Ohio State one was like the next tier, right,
no offense to my my Bobcats.
Speaker 1 (06:51):
I mean, Ryan, just out of curiosity, I get it
the OSU license, the creme de la creme. How how
long did it take you to get a license like
Ohio States or the NBA's.
Speaker 3 (07:05):
So the first time I applied for Ohio State. I
think I got denied. I just filled out the form
like I didn't really think about the why. So the
second time was this very large presentation board that I
needed a pickup truck, so I drove it. The application
was due, I dropped it off the second time, and
then I had this huge board and they're like, what
(07:26):
do we do with this? But on the board was
the vision. And so it can take a long time
to get a license because you have to convince a
licensing department that you have an idea that it's going
to be incremental or beneficial to them. So something white space,
because if you if you're pitching them something that they
already have, like why you know? Yeah, so you're you're
(07:48):
creatively looking for something new and unique to offer to
your license sores, and that can take time. So like
the NFL, that was a we joked that was like
a ten year project because I had a Columbus academy.
The Viking helmet, oh yeah, high school, go Vikes, and
the logo the old logo was kind of similar to
the Minnesota Vikings. And so I received a letter and
(08:11):
as they should, right, they're they're enforcing the IP. So yeah,
and then Academy had to rebrand because they realized that
like their Viking head in the Minnesota Vikings were similar
and it's all good. There's no no beef, bad blood
in Minnesota. We love we love the Vikings. Great, great
team store. That's right, Okay. Yeah. So I like to
joke about the NFL being a kind of a ten
(08:31):
year project and now we have great I mean, it's
it's so much fun. Yea. So not many people know this.
The eleventh floor of sixteen East broad was the first
headquarters of the NFL when it became the NFL. So
Joseph Carr, Joseph Car and the secretary. She's the first
female employee of the NFL. So we went up there
(08:52):
and it's like you're in the presence of where the
NFL started. Wow.
Speaker 2 (08:58):
And by the way, i'd love to see a picture
of your vision board. I bet it's pretty cool.
Speaker 1 (09:01):
Oh yeah, I'm trying to picture what that looked like.
Speaker 3 (09:04):
It's kind of like it was.
Speaker 1 (09:06):
You still have.
Speaker 3 (09:06):
It, yeah, but it like kind of like dilapidated. I
remember we were prepping the board the night before and
like pinning things. It was like a mood board, like
I always see a mood board because I was like, okay,
like I got I need to show that you're bringing
the vision to lit you history and say these are
the fabrics, these are the stories, Like this is what
the product's going to be.
Speaker 1 (09:23):
That Ryan, we touched on it, you did a little
bit earlier. But could we talk a little bit about
the whole process of when I when I see your
shirts and all the creativity you're talking about connecting, connecting
you know, the stories with with the people that would
be buying them, and you're right there, there is a
connection with every shirt. I'm wearing a Chewy Chewbacca Star
(09:46):
Wars shirt. I love Star Wars. There some of the sayings,
I've got a ton of them. I've got a no joke,
a closet full of amed shirts. But how does the
process work? Is it is it a once a week
everyone sits down, do you throw things at the wall
or how does it work? The process?
Speaker 3 (10:05):
Well, it depends if you're talking about in the beginning
or now. Because in the beginning, it was like, hey,
here's a cool shirt idea, let's do Okay, Now it's like,
let's build out a framework a sports season. So NFL
you're thinking July when training camp starts all the way
through Super Bowl in February. So you're you're you're trying
(10:27):
to build frameworks because it's a lot of different content
and storytelling to try to thread and so like we
don't want to bombard people with stories, but we have
a lot going on, and so the process can be
can start six months out, even twelve months out. You know,
if you're if you're if you're doing anything special that's
(10:48):
imported like cut and sew, you might you might need
a year. I mean most brands are booking a year out.
They're showing their catalog and then the stuff's coming in
for the next season. We we work on a very
different at a different pace. T shirts like move at
the speed of the world, so like something can happen
in the sports world and like a team buyer is
(11:09):
calling you and they want something overnighted Like that's part
of it. So Wow, as much as I talk about framework,
it's still you know and trying to be disciplined and
have these seasons in this thoughtful presentation, like it's still
it's moving very fast. Like Pacers Nicks, you know, demand
is surging for those teams.
Speaker 1 (11:31):
Ryan, who's called you and needed something overnight or immediately?
Can I ask a team.
Speaker 3 (11:36):
If you celebrity, if you need something overnight? Oh, like
who's called me? Yeah? Yeah, who's just just just like
the team partners, because like you know these games, you
have a limited window to sell and like every day
counts and so like the quicker you can get it
printed and shipped.
Speaker 2 (11:53):
What is the quickest you've been able to turn around
with a special.
Speaker 1 (11:55):
Buy like question?
Speaker 3 (11:56):
Oh, I mean overnight? I mean, like if you'll if
it's if it's worth it, like you go, absolutely go overnight.
Speed is everything in this business, technology and speed and automation.
Speaker 1 (12:06):
So Ryan, you have the crew to crank something out
the next day. I mean if if a team needs
something boom like that.
Speaker 3 (12:13):
Well, if it's not to get to into the weeds,
if it's an approved design, we can reprint, no problem.
If it's a new design, then there's the design time,
and then there's the period of time that somebody will
be reviewing it, okay, checking for you know quality, like
are the image or the logos correct? Is the colorway correct?
So it's not you know again it's kind.
Speaker 1 (12:34):
Of yeah, how long does that take? Usually?
Speaker 3 (12:38):
A couple of days. Okay, you know it's it's you
got to If it's a player design, I'll just throw
another wrench at you for a second. If it's a
player design, then the PA, the Players Association, has to
weigh in. So your question of, like what people don't
realize is in some cases there are three or four
people involved in a T shirt on the artwork approval side.
(13:00):
Like I'll take a TOPS Trading card tea. That's Tops,
that's major League Baseball, and that's the Major League Baseball
Players Association.
Speaker 1 (13:08):
So yeah, did you Ryan, did real quick? Did you
learn some of this as you go? Did you know
all of this in advance?
Speaker 3 (13:15):
I mean I knew nothing zero. I joke that I'm like,
it's just amazing the basics of IP law because I'm
you know, trademarks and all that stuff. Say, because you know,
I wanted to learn in the beginning because it would
save money, because I didn't want to have to you know,
those those lawyers with their billable hours. Yeah, no offense
(13:35):
to all the fine Columbus law Firmsney.
Speaker 2 (13:38):
So Ryan, let's talk about culture and community impact, from
celebrating Ohio sports to supporting social causes homage has been
more than just a clothing brand. What role do you
think businesses can play in shaping a community's identity?
Speaker 3 (13:53):
Well, I was I was with somebody that I admire
and he said, you know, like you you probably lose
sight of this, and I do because I'm in the weeds.
But he said, like, the ability to employ people so
that they come to work and have a job is like,
you know, it kind of hit me when he said
it that way, because I just, you know, so in
(14:15):
the weeds with the business that you know, I think
creating a great work environment for people and building a
brand that people want to be a part of is
a privilege and a gift. So he kind of like
had me look at it from a different lens, and
then from there it's like, how would that business interface
in the community. Lots of businesses do incredible work in
(14:37):
the community. From and to end, our particular Lane has
been using the T shirt as a canvas to help
other organizations. I think, you know, for nonprofits it's been
a fundraising tool, which is kind of cool. Or if
we designed something and we sold it and then a
donation was made, you know, a small nonprofit can get
(14:59):
a check of a couple of time dollars, and what
I learned is that actually is very meaningful to smaller organizations.
We've worked from nonprofits ranging from big to small, and
that's just been overall, as I look back, a really fulfilling,
meaningful and just part of this business. Because when you
start in the business, like I'm going to build an
apparel company, like I'm going to build a sports brand
(15:20):
or whatever, like, you don't think you're going to be
involved in the community doing nonprofit work. So the challenge
will be, as we continue to grow more nationally, how
do we hold on to the things in Columbus that
are that are still meaningful. So I'm I'm kind of
grappling with that every day because you know, I think
you could look at Jenny's and when Jenny started to grow.
You know, it's ultimately like growth is change and something
(15:42):
can go from small to big. But can we still
hold on to the you know, some of our roots.
Speaker 2 (15:47):
Yeah, well, you're such an important community advocate and we
appreciate that. But speaking of the national attention that you've
received recently due to an influx of celebrity investments like
Ryan Reynolds, Kevin Durant, Jason Kelcey, and even Taylor Swift
was seen sporting the apparel. Did you ever, in your
(16:08):
wildest dreams imagine Homage would reach this level becoming a
brand worn by icons and backed by global superstars.
Speaker 3 (16:17):
Probably not. I have a lot of pinch me moments
all the time. It's it's I mean that that, you know,
external recognition is amazing, but it's like also the partnerships too,
Like you know, national partnerships like Tops. Like so you
have to imagine like a kid who grew up collecting
trading cards, like I knew I knew the Beckett Price Guide,
(16:37):
knew all the prices, I knew every player in MLB,
which I look back, I'm like, how did I do that?
Because I couldn't do that now? And uh like so
working with TOPS is like whoa, So it's it's it's
been an incredible ride. I mean, I think having opportunity
to partner with these folks just like helping, you know,
(17:01):
being a part of their journey too, Like the Jason
Kelsey relationship started just doing merchandise for New Heights and
so that was just like an Ohio, you know, brand
wanting to celebrate you know, two guys from Ohio, So
you don't some of these things like you just they
just happen. They just evolve, like you don't you know,
have a plan for them. They just kind of you know,
(17:22):
put put good energy out into the world, and you know,
these kinds of things happen. But it's amazing to have
this this roster of partners, Like Wrexham just got promoted
and we had merch and Ryan posted about it, and
or you know, Jason Kelcey retired and we had a
shirt celebrating his career that gave back to his foundation.
Like really cool pinch me moments across the board.
Speaker 1 (17:44):
So awesome, Ryan, Are there any surprise maybe collapse or
future promos that are in the works that you could
share with us.
Speaker 3 (17:54):
Things are always marinating, Let's see, because if I say it,
then it has to I'm true, say and pray it.
So we have something coming out with Jimmy Johnson to
celebrate in a very significant start for him and working
(18:15):
with his team directly to create a pay homage moment
to have the opportunity to pay homage to him. And
this is super cool and that's because we did the
pay homage with Cam Hayward. Right, some member h I said,
you just kind of like put good energy out in
the universe. Yeah, she saw that. Jimmy Johnson's representatives saw
(18:36):
the Cam Hayward tribute that we did. He appeared on
a shirt with his father who passed away, Ironhead Hayward,
and and Ironhead is like looking out over his son.
So we collaborate with him on that. And that's because
you know, he's an Ohio State guy. So I don't know,
maybe I'm just back at Ohio State, like all these
this good energy out in the world. And now you
(18:57):
know Cam Hayward, you know me Johnson. It's just a
it's a crazy it's been a crazy eighteen years.
Speaker 1 (19:04):
Well and and you know what, I forgot to mention
this too earlier when you're talking about giving back. You
and I have one. My whole family has one of
these t shirts the you you paid tribute to the
late Demitrius Stanley and what you did with that. The
proceed said, by the way, that was a great tea.
Just you know, he's he's holding on to the rose
(19:25):
the famous picture of him for the Rose Bowl. But
that that's just another great way you guys have give
him back.
Speaker 3 (19:31):
Yeah, well, I mean that's a it's a you know,
to honor him and to work with Jessica Stanley. Yeah,
you know, she's she's keeping his memory alive with the
the is it brave men vent? Yeah, And just to
be able to support her and and and what she
wants to do. And you know, like because we're we
have a great relationship with Ohio State and so we
(19:52):
know how to have great artists who could make a
beautiful design and then that can you know, pay it
forward a little bit.
Speaker 1 (19:58):
So cool.
Speaker 2 (19:59):
So you have stayed rooted in Columbus through all of
this amazing growth. Why did you say yes to building
and growing homage here?
Speaker 3 (20:07):
There's there's definitely retail in the water here right like
limited NF Express Justice. So like in certain ways, like
we kind of we're you know, some of our early
employees were kind of you know, teammates over the years
have been you know, learned at corporate retail, so they
brought some of that and then here, you know, like
(20:30):
people are so generous with their time. I mean, I've
had so many mentors over the years who have agreed
to meet with me just give me advice during very
trying times. It's just it's an amazing place to grow business.
I go to New York on work trips and I think, like,
you know, in my early days, I'm like lugging, you know,
like driving around like samples in my car. I'm like, man,
(20:50):
this would be like more complicated, more expensive, more competitive
if I'm in New York. So Columbus, I don't know.
There's something about the right grouping of elements between you know,
retail and the water, generous people Ohio State, you know,
a great community that embraced me. Like it just all
kind of melded in a unique way.
Speaker 1 (21:10):
Yeah, all of everything that you said, and then you're
reading stuff like what Les Wesner founded and what he created.
It was a logistics thing too. It was a location thing,
right as far as shipping goes, getting your product from
point A to point B.
Speaker 3 (21:27):
Yeah. Well, I mean I think as they grew, it
was like, how can we be more efficient? And you
know Rickenbacker Airport, Yeah, they built, they built, you know,
sourcing at a trucking company. So like, yeah, definitely, I
think it's interesting it ended up being like just it's
it's geography being such a great hub because of how
much of the country you can reach within a certain
(21:50):
time frame. It's really interesting.
Speaker 1 (21:52):
Yeah, yeah, all right, Ryan, it's time for our rapid
fire Questions Columbus edition. Are you ready, sir? Are you ready?
Speaker 2 (21:59):
I'm ready?
Speaker 1 (22:00):
Right, all right, let's do it. Ryan.
Speaker 2 (22:02):
Where are you taking a first time visitor to Columbus?
Speaker 3 (22:05):
Definitely kat singers or blocks bagels?
Speaker 2 (22:08):
Oh, good choices?
Speaker 3 (22:09):
All right?
Speaker 1 (22:10):
So, Ryan, what's a placer experience in Columbus that doesn't
get enough credit?
Speaker 3 (22:15):
Place or experience? I mean, the metro parks are amazing,
Go check them out.
Speaker 2 (22:19):
That's right. Lots of green space, especially during the summertime frame,
but beautiful year round, Ryan. Best activity to do in
Columbus during the summer during.
Speaker 3 (22:27):
The summer, Oh, you can attend a festival. Walk around
arts fest, comfest clothing optional. Maybe rules and regulations.
Speaker 2 (22:38):
Are, but so many festivals every weekend.
Speaker 3 (22:41):
Yeah.
Speaker 2 (22:42):
So, Ryan, we're gonna switch gears now for our last
two segments. Our next one is called Columbus Classics. This
podcast is all about uncovering what's new, but we also
love the tried and true places and experiences. Can you
tell us about a classic Columbus experience you love? It
could be a name, neighborhood, a restaurant or anything.
Speaker 3 (23:02):
Yeah, So, I mean it's hard to pick one, but
I'll just pick stuffs. I mean, like in different waves
of coffee revolutions. Not to get too into the weeds,
but like what stops represents in the evolution of coffee experiences.
And it's so unique in Grand View and like just
(23:22):
going there on a Saturday morning and like, look at
who all is there, from like neighbors to students. It's
a that's it. It's just kind of a gem. It's
kind of a unicorn that stuffs and grandy and then
like they're roasting beans and so you can smell it outside.
Speaker 1 (23:36):
We have one more segment. What are you saying yes
to in Columbus this season?
Speaker 3 (23:40):
What's one thing this season? Arts Festival? That's always that's
always a good time cruising around Confest used to have
great memories of selling it comfest.
Speaker 1 (23:51):
I bet yeah they snatched those teas up there.
Speaker 3 (23:55):
I bet yeah, Well we had we had special festival pricing.
I was so exhaust one weekend I stumbled to my
friend's house who lived like around the park around Goodell
and took a nap on his couch for two hours
because like the loading, like you couldn't like pack out
until like two am, and then I had to be
back there the next morning at seven am and it's
(24:15):
so hot.
Speaker 1 (24:16):
Yeah.
Speaker 3 (24:16):
So yeah, that was the hustle. I don't think I
could do that again.
Speaker 1 (24:21):
You got people for that, you I'd want.
Speaker 3 (24:24):
To do it. I just don't know if my body
can survive on like three or four or five hours. Yeah,
and that's crazy.
Speaker 1 (24:30):
Well, look, Ryan, thank you so much for joining us
Homage of course is I mean to me me alone,
but everyone is such a beloved part of the Columbus
community and it's amazing to just be able to hear
how it all began. And we appreciate your time and
of course where you're headed too. To learn more about
Homage of course and shop for the latest trends and drops,
(24:53):
you can just go to Homage dot com. That's h
Omage dot com, and of course for more great ways
to experience Columbus, just follow along on social media or
head to experience Columbus dot com or do both. Thank
you for listening to Yes Columbus, and we'll see you
next time.
Speaker 3 (25:08):
Thanks Ryan, Ryan, Thanks guys.
Speaker 1 (25:10):
That's a wrap on this week's episode of Yes Columbus
and Experience Columbus podcast. Tune in next week as we
take you on a tour of what's new, what's hot,
and what makes Columbus a city on the rise.