LIMA —Local clothing brand Underdog Mentality held a pop-up event with a twist Saturday.
Founder Markus Howell said that it was only natural to add a fundraiser for the local ASPCA shelter to the one-day store at Momentum Physical Therapy.
“Quite a few people have brought out some toys for a discount on the clothes,” he said. “We also had Pet Supplies Plus donate a bunch of toys, treats and equipment so it’s been really cool.”
Howell, a Lima native, said that he got the idea for the brand in January from visiting the Humane Society and seeing volunteers helping the dogs.
“I wanted to do my part and form something where people could get something in return and help dogs at the same time,” he said. “If they buy a piece of clothing, the proceeds go to the dogs so they’re helping them and get something in return. It’s a great piece for a cool mission and they can wear it forever.”
From there, it was a matter of working with local brands and putting in time and effort to make the event reality.
“We’re super thankful for Momentum for letting us come out here and use their space,” Partner Zeke Mangum said. “We’re trying to grow and meet as many people as possible in the Lima area.”
“It’s been really cool to bring those local brands in and collaborate with them,” Howell said. “And these guys are putting in a lot of time and effort on social media too. And the local companies have done their part to support us, as well.”
And it is nice to be able to give back to the community Howell grew up in.
“I love Lima, but sometimes I think it gets a bad rap,” he said. “So being able to start a clothing brand that gives back to the community is really cool. And then being able to grow it outside and let people know about Lima when we’re out spreading the word about the brand is really cool, too.”
Howell said that since starting the brand, they have worked with other shelters to help with events and that he is still looking to grow, but that the most important thing is producing high-quality clothing for the cause at an affordable rate.
“We have premium clothing that you can put up against any brand, but we price it at a rate where anyone can afford it,” he said. “And then the proceeds go to dog shelters to help so we’re a brand with a good mission, great quality and affordable pricing.”
For more information, visit the Underdog Mentality website and social media.
Reach Jacob Espinosa at 567-242-0399.