Local Apparel Shop is All About Championing the Circle City
Writer / Shay McCoy
There’s nothing that many Hoosiers enjoy more than repping where they’re from, and the pride that residents of Indianapolis have is evident in the brands they represent. Indy Over Everything (IOE) is all about pride and enthusiasm for the city.
Husband and wife Scotty and Shannon Hunt founded the business in 2017 as a way to give city pride a platform in the form of apparel, and let Indy’s own have a way to find those like them.
The Hunts are originally from Indiana. Shannon attended Purdue University and Scotty attended DePauw University. They moved to Chicago for around five years. They found that they were always excited to find out someone was from Indiana, and the way people’s faces lit up when talking about Indy was heartwarming.
Changes in jobs brought them back to their home state, and they didn’t find the same enthusiasm and pride for Indy that they had seen outside of the state. They wanted to start a brand that focused on pride for their city, without being too tourist-oriented or emphasizing on landmarks. Out of this, IOE was created, and they represent the city with simple but compelling, recognizable designs that brand Indy in a way that makes people proud to be from here.
The IOE designs are all about Indy and pride for the city. Scotty is the creative mastermind of the brand, and comes up with designs, whether they be from ideas he has or comments from others. He also takes inspiration from his surroundings and has a bank of ideas he can refer to when creating new apparel. His artist sister-in-law brings those designs to life, and they come up with the apparel to showcase the designs.
The Hunts have learned from their successes and failures. They always love to see what designs people end up loving, and what constructive feedback they can use for the next designs.
The Hunts have built IOE on Indy pride, and their first partnership with Sullivan’s Hardware & Garden is a great example. This is the first time they’ve sold their apparel in stores and pivoted from their regular buy-and-supply model, and they’ve seen great success. They felt that a partnership with Sullivan’s would be a good fit for their brand, and recognize Sullivan’s is so much more than just hardware. They also have a booth at the annual GermanFest event every fall, where customers can purchase IOE apparel.
The Hunts are high school sweethearts, and find that their business is benefitted by their marriage. They slid into their business roles effortlessly and have a lot of mutual respect for one another, which keeps things seamless and exciting. Scotty and Shannon balance each other out and trust each other’s intuition. Because of this, they are able to have total control over brand messaging and designs. They both have supportive family members who love lending a helping hand to their local brand.
The Hunts have set apart IOE from other brands by being genuinely passionate about the city. They eat, sleep and live in Indianapolis, and find ways to bring that hometown pride into their brand. They truly exemplify this by creating high-quality apparel. Everything they sell is something they wear regularly, and they know their customers support their mission and vision.
It’s a small, family-owned brand so every aspect is personal, down to the handwritten notes they place in each and every order that goes out.
The business stands for what Indianapolis is all about – city pride, homegrown roots and unmatched hospitality. Shannon loves the people of Indy, and finds them humble and friendly. She sees “local people trying to make things happen,” as she puts it, and finds encouragement and inspiration for the business.