American Mercantile set to open Saturday

The waft of leather and wood scented air as you enter American Mercantile is refreshing and comforting.

The new men’s wear and accessory store opening this Saturday, April 2, in downtown Jasper features fashionable casual and leisurewear — jeans, cool t-shirts, button-downs, shorts — leather accessories, beard and body care items, pendants and more.

The open space and welcome scents offer an easy-going shopping experience for items that owner Broc Litherland says reflect his own style.

“Basically, everything you see here is in my closet or on my walls at home,” he laughed.

Broc’s journey to Dubois County began with baseball. When he was in high school, his parents moved up to Jasper from Tell City to be a part of the championship teams being built here. After a successful high school run in Jasper, Broc played baseball for a year in Champagne, Ill., before heading to IU as a walk-on. Up to that point, his life had been focused on remaining on a baseball field for as long as possible.

Unfortunately, he was cut from the team at IU. Reeling from this change in trajectory, Broc was forced to consider what a future off the field looked like.

“It was a real coming to Jesus moment for me,” Broc said.

Still struggling, he spent time with his mom and sister on a shopping trip to Louisville. “I was touching and feeling everything and trying stuff on it,” Broc explained. “And my sister was like, ‘dude, like, for one, we got to get out of here, you’re taking way too long. Two. You should probably see if Indiana offers some sort of fashion degree.'”

This wasn’t Broc’s first introduction to the fashion industry. He had a family connection working in it when he was considering his future, and his father and uncle had owned a sporting goods store in Tell City when he was growing up.

He inquired and found out that IU did have some options for degrees in that industry. He had an interest and other motivations.

“And, I thought it would be a good way to meet girls,” he joked.

American Mercantile’s personality started with a project he had to complete for a summer course. The exposed brick walls, reclaimed barn wood and steel pipe clothing racks were his vision for the imaginary store he had to layout and stock from the ground up as part of the Visual Merchandising course.

That plan is apparent in the new store, but it’s tempered by his experiences with other men’s boutiques he’s appreciated visiting. “I went into a place in Tampa, and the guy immediately asked me if I would like a beer,” he said.

That type of welcome will turn a walk-by browser into a customer for life. It’s the welcome and atmosphere Broc is creating in American Mercantile.

Since graduating, Broc has remained in sales and marketing positions with a slant towards independence. “I think I have always really wanted to work for myself,” he affirmed.

The decision to pursue — the courage to take the next step — began last summer. He and his wife, Emily, were walking from their home near Buffalo Trace Golf Course up to the Jasper Farmers Market. Their wandering walk brought them downtown where Broc mentioned it would be cool to have a men’s store there.

“A place where guys can go find trendy, casual clothing, but not only that, be able to find leather products, beard products,” Broc said. “Like a total man store.”

He imagined one with blues or rock playing for men stopping in to peruse and sip a bourbon, a beer or a cup of coffee. “Just a really cool vibe.”

Invigorated by the idea, he dove into researching the idea and making plans by contacting suppliers. Meanwhile, Emily was seven months pregnant and though she appreciated Broc’s passion, she had to have him slow down a bit.

But, plans and passion moved fast. Maeva was born that September. Then, just as they began to adjust to the new normal of having a baby, Emily’s mom asked if Brock would like to put a small pop-up in her business, This Olde House, on Newton. “We had dinner with them in early October when she made the suggestion,” he explained.

Six weeks later, they opened the pop-up. “We were basically testing the waters, see what the community thought,” Broc said.

He said sales were great, but the feedback convinced him to move forward with his downtown dream.

“That is why we are sitting here today,” Broc said. “The feedback from the community. People really rallied behind the idea.”

The location at 533 Main Street (on the same block as The Astra) came open and after going back and forth for a bit, Emily and Broc dove in and began renovating it to bring American Mercantile to life.

Now, Broc is bringing some of the favorite parts of his own life to the downtown. For a man who tries to live up to the encouragement found in Colossians 3:23 “Whatever you do, do it with all your heart as if you’re working for the Lord and not for man”, his hopes with American Mercantile bring him closer to that goal.

Visitors will find a welcome atmosphere and quality, fashionable men’s clothing with a slant towards time in front of a grill, around a campfire, on the golf course or hiking in a national park.

“I think I’ve been planning it for a while,” he said. “We’re finally bringing it to life, or I finally had enough courage to bring it to life.”

This Saturday, Broc will open the doors at 10 a.m. You can find out more about the store and what he’s carrying on Facebook and Instagram. The shop’s number is 812-661-7672.