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. With Pence running the ship good luck with a new government building on the site. He does everything on the cheap except unnecessary roads line a new beltway( like we need that). Things like state of the art office buildings and light rail will never be seen as an asset to these types. They don't get that these are the things that help a city prosper.

  2. Does the $100,000,000,000 include salaries for members of Congress?

  3. "But that doesn't change how the piece plays to most of the people who will see it." If it stands out so little during the day as you seem to suggest maybe most of the people who actually see it will be those present when it is dark enough to experience its full effects.

  4. That's the mentality of most retail marketers. In this case Leo was asked to build the brand. HHG then had a bad sales quarter and rather than stay the course, now want to go back to the schlock that Zimmerman provides (at a considerable cut in price.) And while HHG salesmen are, by far, the pushiest salesmen I have ever experienced, I believe they are NOT paid on commission. But that doesn't mean they aren't trained to be aggressive.

  5. The reason HHG's sales team hits you from the moment you walk through the door is the same reason car salesmen do the same thing: Commission. HHG's folks are paid by commission they and need to hit sales targets or get cut, while BB does not. The sales figures are aggressive, so turnover rate is high. Electronics are the largest commission earners along with non-needed warranties, service plans etc, known in the industry as 'cheese'. The wholesale base price is listed on the cryptic price tag in the string of numbers near the bar code. Know how to decipher it and you get things at cost, with little to no commission to the sales persons. Whether or not this is fair, is more of a moral question than a financial one.

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