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This is Fred Ball for Zions Bank, speaking on business.
For a long time, Laura Hadar wanted to open some type of store. However, things never quite worked out until she met Corey Bullough. Corey was in the process of starting a new business and asked Laura to join his venture.
As a professional snowboarder for six years, Laura had valuable connections in the clothing industry that came in handy for the new business. In a short period of time, the two developed a business plan, found a location, and opened FICE in April 2008.
The Salt Lake City-based shop, located in the former Guthrie Bike building on 200 South, carries a wide variety of items including clothing, T-shirts, jeans, shoes, hats, accessories, art books and limited DVDs. FICE also serves as an art gallery to display work from local and nationally-known artists and participates in the monthly gallery stroll downtown.
FICE carries a wide variety of brands that cannot be found anywhere else in Utah. Some of the most popular include WESC, 10 Deep and A-LIFE. Both Laura and Corey are heavily involved with urban street culture and say FICE appeals to the growing subculture of youth who are familiar with the brands they carry and are delighted to find them in Salt Lake City.
FICE has plans to help promote the brands in the store by having parties with live music and disc jockeys At the end of July, FICE held a party for the launch of Brigata, a new sunglasses company started by two professional skateboarders.
Through Laura's connection to the snowboarding industry, FICE has also collaborated with Oakley to create a limited edition of FROGSKIN sunglasses. FICE will be only the third store in the world to have worked with Oakley on this level, which Laura says is an opportunity to put Salt Lake City on the map.
For Zions Bank, I'm Fred Ball. I'm speaking on business.
