The New Classics

Duluth Trading Co.

100 W. Main St., Mt. Horeb

Retailing is so sophisticated now that we can scan a simple code on our smartphones to order a product online and it’ll show up on our doorstep in a day. But sometimes a throwback is all we need to feel connected to the shopping experience once again.
Duluth Trading’s flagship store in Mt. Horeb is the perfect antidote to big-box shopping: its general-store aesthetic is punctuated by maple wood flooring, an original pressed-tin ceiling and Main Street, USA, feel. The space was the former Mt. Horeb Mustard Museum and before that, the town’s hardware store.

Besides the retail store (which opened in November), the seventeen-year-old Belleville-based company has mail-order catalogs and their website—touting “quality, rugged and downright useful products” like the “Longtail T” (which solves the problem of plumber’s butt), tools and gear for work and gardening, and casual, wear-everyday clothing.

“We had customers asking for a retail store,” explains Stephanie Pugliese, Duluth’s senior VP, head merchant and chief marketing officer. “When we saw this space we thought, ‘Wow, that’s the kind of place that we want to bring our brand to life in.’”

(Clockwise from left)

The men’s “Fire Hose pant” is so durable that a customer who’s a commercial diver contacted Duluth to let the company know he wears them while drilling and splicing many, many feet underwater. Fire Hose pant, $44.50–$49.50.

“The texture on this bag is wonderful—it just gets better with age,” says Pugliese. “It’s a gutsy, cool bag that looks like what a rancher would carry.” Lifetime leather tote, $139.50.

Pugliese raves about these tees for men and women—that come in different fabrications and are pill- and stain-resistant. The women’s tees even offer UV protection, too. Men’s and women’s “Longtail Ts,” $16.50–$24.50.

“We put in a contoured waistband that doesn’t gap, so these jeans have a lower front and higher back. And it has a V-shaped belt loop in the back that holds your belt better.” Women’s stretch boot-cut jean, $44.50.

The women’s canvas apron is for gardening—it’s got a waistband and several pockets. But we liked it for photo shoots—it’s non-bulky and can hold necessities, like clips and tape. Women’s canvas apron, $14.50.

Shayna Miller is associate and style editor of Madison Magazine.

Read Miller's weekly Window Shopping blog here.

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