Photos By Kayleigh Omang
Models: Alisha Nelson and Jon Walter
When SCHEELS comes to mind, one might envision trips to gather gear for a camping trip or sporting goods or fan gear before the big game. And while the store is a staple in those departments, they also have an extensive apparel offering for all styles, careers and ages.
Meet SCHEELS Line Leaders
SCHEELS Co-Line Leader for Women’s Sportswear, Brenna Bigwood; Co-Line Leader for Women’s Athletic, Natalie Janak; and Line Leader for Women’s Fashion, Carrie Shappell shared with us some stylish trends you can find in-store. When buying for the upcoming seasons, these women have their finger on the pulse of what’s trending nation-wide, and also what is practical and in-style regionally. Unique to the buying fashion process at SCHEELS is that they include store associates in decision making. With 28 stores in 13 states, SCHEELS’ market is wide and this additional input is beneficial to satisfying customer needs.
“We discover brands in a multitude of ways ranging from social media to our sales reps introducing new lines that they have, but the most common way we discover new brands is from our stores. Our stores are direct lines to our customers and let us know what customers in our stores are asking for our brands that our employees are seeing in their markets,” said Brenna Bigwood, Co-Line Leader for Women’s Sportswear. With eyes from Fargo-based corporate alongside on-the-ground sales associates, in-store apparel selections are intentional, on-trend and oh-so-stylish.
Come with us as we show you some on-trend looks 100% comprised of pieces from SCHEELS.
Men’s fitness options at SCHEELS go beyond the court, providing high-quality and versatile separates perfect for any level of physical activity. Passing the “feel test” and becoming the reigning champ of “softest material we’ve ever felt” is one of SCHEELS’ newest lines, Vuori. With buttery fabric and an athletic fit, every item in Vuori’s line is as comfortable as it is versatile.
A ’90s resurgence is coming back strong. Retro logos from our favorite pop culture icons of decades past are beginning to reemerge into our daily lives. While acid wash denim may not be on the racks again, you can still lean into this nostalgic trend with retro logos printed on modern cuts.
If you’re ready to move on from your tried-and-true sporting team cap, turn to a lifestyle brand hat, such as this HippyTree Bedford cord one. SCHEELS is home to a number of ecofriendly and sustainable brands, HippyTree being one of them. By using eco-friendly materials and manufacturing, HippyTree is dedicated to softening our environmental impact without giving up style and aesthetic.
The New Professional
Liverpool is another line that really nails the demands of a modern woman. The relaxed fit in a neutral pattern adds personality to career wear options. Wearing a pattern but in neutral colors allows you to mix and match easily, going as bold or as subdued as you’re comfortable with. Pieces like these are great ways to blur the line between what you wear before 5 o’clock and after 5 o’clock. Duality is key.