Local runners snap up Fishers firm's Boston tribute

May 10, 2013
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Best known for a line of T-shirts inspired by ugly Christmas sweaters, upstart Fishers clothing company Vardagen got an unexpected spring boost from a design created to raise money for victims of last month’s Boston Marathon bombing.

The green shirts say “It is for love, not fear, that we run” and include the #IndylovesBoston Twitter tag line.

Owner Jared Ingold pledged $12 from each $22 shirt sold, aiming to cover expenses and collect $10,000 for One Fund Boston. But the T-shirts and tank tops introduced just before the 500 Festival Mini Marathon proved so popular Vardagen couldn't keep them in stock, sending donations past the $15,000 mark—so far.

Vardagen owner Jared IngoldJared Ingold's Fishers shop is selling T-shirts to raise money for victims of the Boston Marathon bombing (IBJ Photo/Andrea Muirragui Davis)

Now the five employees at sister screen-printing company The Art Press in Indianapolis are preparing for events surrounding the May 18 Geist Half Marathon. Vardagen has a booth at the pre-race expo, and Ingold hopes runners there are equally enthusiastic.

“When a tragedy like that happens, we always want to get involved, to help in some way,” said Ingold, 30. “The response has been really great.”

Although the T-shirt profits are headed to Boston, Vardagen should benefit from the attention it is getting. Ingold said several new customers have discovered the shop since the Mini Marathon, and web sales also have picked up.

“When we do something local, it reinforces the fact that we’re here,” he said.

Vardagen—Swedish for “everyday"—opened its retail location on 116th Street in downtown Fishers last fall. Sales were strong through the holiday shopping season, then dipped as other designs replaced snowflakes and reindeer.

 

Business is improving along with the weather, Ingold said.

“We’re really happy with the way it’s going,” he said.
 

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  1. How can any company that has the cash and other assets be allowed to simply foreclose and not pay the debt? Simon, pay the debt and sell the property yourself. Don't just stiff the bank with the loan and require them to find a buyer.

  2. If you only knew....

  3. The proposal is structured in such a way that a private company (who has competitors in the marketplace) has struck a deal to get "financing" through utility ratepayers via IPL. Competitors to BlueIndy are at disadvantage now. The story isn't "how green can we be" but how creative "financing" through captive ratepayers benefits a company whose proposal should sink or float in the competitive marketplace without customer funding. If it was a great idea there would be financing available. IBJ needs to be doing a story on the utility ratemaking piece of this (which is pretty complicated) but instead it suggests that folks are whining about paying for being green.

  4. The facts contained in your post make your position so much more credible than those based on sheer emotion. Thanks for enlightening us.

  5. Please consider a couple of economic realities: First, retail is more consolidated now than it was when malls like this were built. There used to be many department stores. Now, in essence, there is one--Macy's. Right off, you've eliminated the need for multiple anchor stores in malls. And in-line retailers have consolidated or folded or have stopped building new stores because so much of their business is now online. The Limited, for example, Next, malls are closing all over the country, even some of the former gems are now derelict.Times change. And finally, as the income level of any particular area declines, so do the retail offerings. Sad, but true.

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