The indie streetwear business can be fickle. In Chicago alone, many boutiques that focus on carrying super exclusive kicks and Ts have come and gone lately. But a few have held strong, including Jugrnaut—the only shop of its kind standing in Chicago’s downtown, loop area.

The owners of Jugrnaut Chicago aren’t afraid to admit that some days are much better than others with sales or that dealing with unreliable manufacturers over time has halted the progress of their own brand. But they can’t be too mad given the store’s prime location and the attraction garnered within the past three years from so many hip-hop and streetwear heads.

Situated within walking distance of several schools (Columbia College, The Art Institute, and Jones College Prep to name a few), the place gets a strong share of students walking through the door. Even Red Bull Big Tune winner C-Sick used to stop by as a high school student despite living nowhere near. On the day I visit, kids are inquiring about Jugrnaut parties, some just browsing, others gossiping, and one high school student who raps even inquires about getting a sponsorship from the store. Slowly but surely, this boutique has built a community.

Co-owners Brian “B.Easy” Nevado, Roger “Mr. Rogers” Rodriguez, Arthur Banks, and Manny Rodriguez make sure to stock what their clientele wants whether that’s collectible toys by KAWS, 10 Deep hats or Crooks & Castles shirts. But they strive to offer much more. In addition to holding in-store events with artists like Exile and Donnis and live shows, the boutique has become a magnet for not only students, but also local talent. These acts are proud to rock Jugrnaut brand hoodies and beyond that, be a part of the shop’s overall movement.

Just check the story of up-and-coming MC Dave Coresh, the first artist sponsored by Jugrnaut. While not a complete new jack, with the help of the store he has certainly started to become a recognized name in hip-hop. “We want our sponsorship to mean something,” says Mr. Rogers of working with Dave. “Because we sponsor him, everybody we deal with, we try to put him on the bill and we have put him on a lot of big-name bills. His second show ever was probably Wale!”

Moving forward, Mr. Rogers and his fellow co-owners want to work closer with artist’s managers and promotional companies to help Jugrnaut become the “unstoppable force” in hip-hop and fashion that they want to be. And representing Chicago is crucial.

“Anything Chicago we’re about,” says Mr. Rogers. “If you’re from Chicago, we’re gonna take a look or a listen or we’re gonna see if we can work something out if we like your stuff. As lame, redundant, or cliché as it sounds, we’re definitely trying to help Chicago grow and become a force.”

Words and Photos by Max Herman