Damon & Elizabeth Holland – Iconic Apparel
Damon & Elizabeth Holland – Iconic Apparel
“Dear Mr. Vernon, You see us as you want to see us – in the simplest terms, in the most convenient definitions. You see us as a brain, an athlete, a basket case, a princess and a criminal. Correct? That’s the way we saw each other at 7:00 this morning. We were brainwashed.” – The Breakfast Club
Damon Holland is a product of the 80s. While our modern world focuses on inclusion, back in the 1980s labels defined us. Jock…Nerd…Artist…Geek…Prep…Misfit.
Each group had an accepted look and style, with brands that clearly defined each. Jocks wore sports apparel, artists wore original creations, nerds wore business attire and never did these circles mix. Damon remembers as a teen walking into the mall, seeing all the cool clothes, and feeling totally uncool because he didn’t limit himself to one group or style. Today, Damon is tackling those convenient definitions of old with his own label- Iconic Apparel.
This month we spoke with Damon and Elizabeth Holland, owners of Iconic Apparel, the new apparel and sporting goods store on the beautiful Adel square.
About four years ago, Damon started printing tee shirts as a hobby in his basement. As a member of several Adult Rec teams, he put together logos for fun.
With the equipment in hand, and his displeasure with current design trends, Damon started branching out creatively, designing items for his family to wear.
The couple began brainstorming, going through hundreds of ideas before Damon nonchalantly mentioned he wanted something iconic, and the name stuck. Iconic Apparel is Damon’s design.
The logo is a nod to mascots, the symbol is an owl’s eye. If you look closely at the tee shirt designs, you can see the letters “I” and “A” integrated into the design, representing both Iowa and the company name. The designs took off and soon, Damon had outgrown the basement.
Damon and Elizabeth purchased the dilapidated building located at 105 9th Street on the historic downtown square. As it stood, the building was in desperate need of attention. Elizabeth likes to joke they got a good deal because they only had to buy 3 walls. The fourth wall along the alley had crumbled after years of neglect.
“This building needed a lot of love. We knew really cool things had happened here in the past, but it takes a lot of energy to put that back into an old building. I think its worth it. You have to like it to make it happen. To have a building on the square that was literally crumbling, was so sad.” -Elizabeth
It took over a year as contractors repaired the building. They installed a garage door where the crumbled brick had been, making it easier to load supplies in and out of the production space. The second floor was turned into a modern apartment overlooking the town square.
Originally, the couple did not plan to have a retail space. Rather, Damon saw a small consultation office where clients would relate their needs and design ideas. As construction progressed, a retail space became the focus, granting Damon the opportunity to sell his creative consultation services, custom apparel, and sporting goods.
Damon and Elizabeth both have full time jobs. Damon has been a school counselor for 15 years and Elizabeth owns the Adel Veterinary Clinic. With three small children and recent renovations at both businesses, the couple chose to adapt an occasional style for the store. Pop-up boutiques and Occasional Stores have been making headway in recent years, as small business owners strive to achieve work/ life balance. The retail store is currently open on Wednesdays, and available 24/7 online. Clients who want to customize their design are encouraged to reach out via the website, https://www.repiconic.com/
Customers are welcomed to the modern space with hints of old-school charm, such as the exposed brick, tin-plated ceiling, and industrial lighting. Rolling displays allow Damon to redesign the space for a continually fresh look.
At the shop you’ll find a collection of screen printed and sublimated items, as well as sporting goods that rotate based on the season.
Each item is selected by Damon, who was a sporting goods rep for five years. If the store doesn’t currently carry what you need, Damon can get it for you.
Big box competitors may have a larger selection, but they cannot match the level of experience and care that Damon and his team provide. Elizabeth encourages parents whose children are entering sports to speak with Damon. His knowledge of the equipment is unmatched and he has a great ability to help athletes find the right product for their needs and skill level. At Iconic Apparel, quality is key.
Damon chooses only the best materials for this brand. He has done extensive research to identify vendors that make great clothing, such as Bella + Canvas and Badger. These brands are well known for doing their own research to ensure top-performing gear. That means that Iconic Apparel will last no matter how hard you play.
“Our bread and butter is team uniforms. A team will say- we need jerseys and pants. We go from the beginning; its completely custom. They tell us what they want, we put together a few ideas, they pick one and go with that. We do everything- hats, polos, quarter zips, pullovers, hoodies, pants, jerseys, racer backs, dri-fit race shirts, tank tops, wrestling singlets, batting practice jackets, duffel bags, socks- I don’t think there’s anything we can’t do.” – Damon
Iconic Apparel’s goal is to redefine labels and dismantle conventions, asking everyone to “Be You, Be Iconic.” Clients are encouraged to visit the store and ask questions. If you’re in charge of jerseys for a local team, want to produce shirts to giveaway at your next event, or you’re looking to create a product you can sell, the Iconic Apparel team can help.
Its important to understand that high quality takes time and money. If you’re looking for a cheap/ fast option, Damon say look elsewhere.
“I want people to know we’re not going to be the cheapest. We don’t put out trash- if you want a $5 tee for your event, that is not what we do. We use high quality, high-end products and great designs. It takes time and everything has my stamp on it.
I think [cheap event shirts] are an old school model. People have literally hundreds of shirts in their closets that they don’t wear or are throwing in the garbage because its just a useless tee shirt.
Our shirts are functional; they will last. We make something you’ll enjoy wearing.” – Damon
In addition to screen printing and sublimation, Iconic Apparel is also available for your embroidery needs.
Corporate polos, button-ups, and more can be customized with your logo, giving a professional, polished look for employees, trade shows, and sales. All of the embroidery is done in Adel, making it even easier to support this local business.
Damon and Elizabeth are excited to put down strong roots in a community they both love and support. The couple “aims to put our money where our mouths are”, as they strive to support local organizations and those making unique contributions to our society. Elizabeth is part of the Adel Partners’ Kinnick to Raccoon Trail Improvement project. The group is currently raising funds for landscape improvements along the bike trail and hope to light the bridge east of town.
“For me, its about [our] kids in the great school system and having a walking community. We walk to school, to the library, the coffee shop. Not having to commute is a big deal for me.
We have a community of people that travel in and out of town every day.
We need to focus on the heart of our community- our downtown. I think there are a lot of people who haven’t even been to the courthouse square. We encourage people to come down to the square and see what a beautiful community we have.” -Elizabeth
“We aim to mix our love of sports and art to create a unique line of apparel that inspires you to be you. We draw our inspiration from the people we meet, the passions that we have and the belief there is a better way to live and together we will get there.” – Damon
Iconic Apparel is a response to the relentless pressure to conform. Its time to forget those simple terms and societal definitions set out decades ago. Draw, read, throw, hit, play, sing, run, dance, act, paint, skate, do it all. Be You. Be Iconic.
Iconic Apparel
105 9th St.
Adel, Iowa 50003
Phone: (515) 473-1630
Email: damon@repiconic.com
Website: www.repiconic.com
Facebook: IconicAppareliowa
